photo credit: tvol

My mother-in-law uses the phrase “you people” or “those people” a lot in conversation.

Neither phrase, through my albeit uniquely personal lens, ever sounds good or flattering. My emotional hackles rise because in my head, I’m filling in the blanks of “you people” to you [DESCRIPTOR, DESCRIPTOR, hot menopausal mamas - okay, maybe I like the last one

When I ask her what she means by "those people" she generally responds with "Oh, you know ..."

Code talking.

In last night's debate, we saw John McCain - not having the best of nights in his preferred town hall format - respond to a question about energy. He pointed to his side and without even looking at Senator Obama, snarled “ ... do you know who voted for (2005 energy bill)? That one!"

Uh, oh, John. Your code is showing.

Now here's the thing. I really don't believe McCain meant anything beyond the usual round of political insults and pointed jibes. But when I heard him use the phrase "that one" I knew, I felt, the wrenching wrongness of it.

And as we smart marketers understand, it's how we feel that makes the difference whether we're buying things or voting for presidents.

[We've seen similar tactics used before. Not too long ago, when cornered about his extra-marital "orality" with Monica Lewinsky, Bill Clinton shot back with a wagging finger proclaiming how he ... didn't ... have ... sex ... with ... that woman. Another fine moment of nasty, demeaning code-talk if there ever was one. From Presidential squeeze to non-entity delivered with a snappish, syncopated beat.]

This whole us vs them thing is probably the biggest reason I made the decision long ago not to do ANY political direct marketing work, even for candidates/causes I support. To do it well, I’d have to learn the”us/them” code. (That and the fact that it’s hard to get paid when your candidate loses.)

What about you? Have you worked in the political marketing arena? Would you if given the opportunity?