Jim Ward sends out lame hit piece on David Schweikert

A m e r i c a n  P o s t – G a z e t t e

Distributed by C O M M O N  S E N S E , in Arizona

Friday, July 23, 2010

Example of how NOT to write a campaign mailer

Carpetbagger Jim Ward, polling poorly due to moving to Arizona to run for office, resorts to desperate attack

The Hail Mary Falls Short

(from espresspundit.com)

I live in CD 5 and I received two pieces of mail yesterday that told me everything I need to know about who is winning the race to replace Harry Mitchell.  The Schweikert mailer was about Schweikert and the Jim Ward piece was about…Schweikert.

Jim Ward must have a poll that indicates he can’t catch David Schweikert without going negative.

Now don’t get me wrong.  I’m not against a good hit piece–in fact, I’ve written quite a few of them–but writing a good hit piece isn’t that easy–and when they go bad, they are very bad.  Ward’s piece is bad.

A bad hit piece is like watching a child who thinks he has learned to cuss.  He has the words right, but it’s so obvious that he doesn’t understand what he’s saying that instead of being shocked, everyone laughs.

Ward’s hit piece is actually good for a lot of laughs and when I read it, I thought, “my gosh, this could be a clinic on how to write a bad hit piece…”   Hmm, that’s actually not a bad idea.  So here’s a copy of the Ward hit piece and below it are my notes and suggestions–and a bit of well deserved mocking. (here’s the original version.)

Ward Panics

1.  The theme of the piece is that Jim Ward is an outsider and that Schweikert is a career politician.  Then lead quote is from…an incumbent Congressman.  Dude, that’s awesome.  I like John Shadegg, but he’s been in Congress for 16 years.  So Ward is telling me that he’s an outsider by showing me that he’s been endorsed Arizona’s longest-serving Republican Congressman?  Dude, pick a theme.

2.  This is a GREAT picture of Schweikert.  I should know, I took it.  I could give you some technical details of why it’s a great picture–I used actual film because it’s better for four-color process and has a richer tone.  I shot it at F2 in order to flatten the depth of field and make Schweikert stand out against the background–but that’s not the point. The point is that if you only look at this hit piece for 30-seconds, you can’t tell who it hits.  Seriously.  The picture of Schweikert is actually better than the picture of Ward.  Most voters look at a piece while walking from the mail box to the trash can and a significant number of voters  who don’t take the time to actually read this piece will think that Schweikert wins the comparison.

But the piece isn’t confusing just because the Schwiekert picture is better than the Ward picture, which brings me to point 3.

3.  All the “NO” labels are under Ward.  This is a classic mistake.  Voters read mail and want to know who to vote FOR…sure, you are telling them who to vote against, but they don’t understand that.  So the piece actually reads like a “No on Ward” piece.  The most logical reading of the first title for example ”NO on Ward because he’s a career politician.”

4.  Hit piece writers are often tempted to just make stuff up because it’s hard for the target to rebut, but in the age of blogs, people actually go back to the “sources” that the candidate sights.  Here, Ward continues his claim that the Wall Street Journal and Fox News “called him an anti-establishment outsider…”  This claim is simply untrue.  Read here for a complete debunking.

5.  Fuzzy Math.  Look, if you are going to use actual Math in a hit piece, it has to add up.  But more importantly, this bullet mentions that Schweikert ran against Harry Mitchell in 2008.  So what was Jim Ward doing in 2008?  Living in San Francisco.  That’s right.  Schweikert was living in CD 5 and running against Mitchell with Obama at the top of the ticket and Ward was living near Nancy Pelosi’s district.  Ward moved to Arizona to run for Congress and if you check out the documents, it looks like he hired his political consultant before he even registered to vote.  So he should probably avoid references to what Schweikert was doing in 2008.

6. After you have set the stage by lying about yourself, you are now ready to lie about your opponent.  But, again, you can’t make stuff up that’s OBVIOUSLY not true, or the readers will catch it.  So these bullets list Schweikert’s (rather impressive) resume and then claim he’s a “20-Year Career Politician.”  The problem is that the list only includes 7 years of elected office.

7.  Watch for passive voice.  “Residential and commercial property taxes increased on his watch.”  Does this say that Schweikert raised taxes?  Nope.  In fact, Schweikert was the TREASURER during this period and had no authority to increase or decrease taxes.  He simply collected the money.  Nice try though.

8.  Parallel Structure.  I circled this set of points because they are the only ones that are right.  Read the first word of each bullet…Repeal, Replace, Create.  That’s excellent.  They are all verbs and have a great flow.  Now read the rest of the bullets…the rest of them are like the bottom set ”Opposes, Will Reduce, Supports.”  This may seem like a minor point, but it confuses the reader and muddles the message.  That’s critical when a piece gets less than a minute of reading time.

9.  Look for pure fabrication.  Ward sites the spending increases from 1991 to 1995. Huh?  Schwiekert and I served together in the Legislature in the early 1990s when Symington was Governor.  With the exception of the current meltdown, the last period of fiscal austerity was from 1991 to 1995.  Schweikert was in House leadership during that period and was instrumental in keeping spending down.  So don’t site the most conservative period in the last 25 years as an example of big spending.

I also like the next bullet in this section “increased Maricopa County budget…”  Again, Schweikert was TREASURER he didn’t vote on budgets.

10.  Any lie that is worth saying is worth repeating–see point 4.

So why the panic?  Why did Ward decide to go negative with such an amateur, hastily contrived piece–three factors:  sobering poll numbers, limited cash on hand and high burn rate.

Sobering Poll Numbers.

I don’t have a copy of the poll, but the results of Ward’s internal polling are obvious.  You don’t see the other candidates mentioned in this piece and we are no longer seeing positive pieces about Ward.  When an candidate targets one member of the field with a negative piece, it means that the target has a comfortable lead and the clock is ticking.

Limited Cash on Hand

The Republic reported that Schweikert’s cash on hand is $434,000, while Ward comes in at $284,000 (contrast that to the millions he promised to spend when he moved here).

However, the numbers are actually even worse for Ward.  Contributors often give more than the Primary Limit and that money has to be earmarked for the General Election, or returned if the candidate loses the primary.  If you subtract out Ward’s earmarked money, his cash on hand drops to about $190,000 while Schweikert’s cash is still above $400,000.

Burn Rate

Cash only counts if it touches voters instead of going to consultants.  Ward spent $220,000 last quarter and has nothing to show for it but a few mailers and a lot of consulting fees.  Those consultants are going to want to be paid in the second quarter too, so if you subtract a $50,000 a month burn rate from the $191,000 in cash available for the primary you get…enough money to do one hit piece and a few feel good mailers.

So that was his shot.  The Hail Mary play comes short.  the crowd goes wild. Game over.  .

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Comments

  1. Steve Calabrese says:

    I saw this on another site already – it is amazing how quickly Ward is burying himself. He really, really thinks Arizonans are as stupid as his native voter base in San Francisco, doesn’t he?

  2. Eddie says:

    Ward has no clue what he is doing, having ZERO experience in politics and moving to Arizona only last year to run for office. He met with Randy Pullen last year and asked which district he should move to in order to run for Congress! He has no clue about Arizona – people here don’t want someone from out of state who knows nothing about Arizona representing them..

  3. Robert H. Stevenson says:

    Jim Ward is a joke. An out of touch elite from San Francisco who wants to buy a seat in Congress. He’ll sell out in 2 minutes if elected. That’s why he won’t be. Because I’m not a stupid voter and I don’t appreciate being lied to.

    Check out the comments at Espresso Pundit.

    http://www.espressopundit.com/2010/07/i-live-in-cd-5-and-i-received-two-pieces-of-mail-yesterday-that-told-me-everything-i-need-to-know-about-who-is-winning-the-ra.html#comment-form

    Mr. Ward, if you want to attack David Schweikert, do so on your own 2 feet and stop telling everyone that your TARP buddy John Shadegg and two entirely made-up Wall Street Journal and Fox News stories give a sh*t about you.

    The people of Arizona 5 are onto you. Your nasty marketing tricks are cheap and sleezy.

  4. Calamity June says:

    UGH! UGH! UGH!

    Now I am scared.

    I have been supporting Susan Bitter Smith, because I feel she reflects my beleif that MY BODY IS MY OWN.

    But I have many friends who tell me that she cannot hope to beat David Schweikert or Jim Ward in the primary.

    I don’t LIKE David Schweikert! He is anti-choice and until now it was unthinkable that I would ever vote for him!

    But this is too much. Susan can’t win. And this makes it obvious – Ward is a CARPETBAGGER WHO CANNOT EVEN CHECK HIS FACTS!

    I know David can balance a budget at least. And he went to SAGUARO HIGH SCHOOL! He is from HERE!

    I cannot, cannot, cannot in good consious do anything that would allow liars like Harry Mitchell or the decetful Jim Ward to win! WE NEED TO BALANCE THE BUDGET AND JIM WARD CAN’T EVEN RUN A BUSINESS WITHOUT BEING THROWN OUT BY HIS OWN HELP!

    I am going to vote for an anti-choice candidate for the first time in my life. I expect at least that Schweikert will put the BRAKES on this out of control spending that Congress is doing!

    Don’t let me down, David!

  5. NRCC says:

    Jim wards mail piece is just as good as Star Wars Episode 1… I think that pretty much sums it up.

  6. More Conservative Than The GOP says:

    This type of garbage from the people like Ward is going to continue until we send a clear message that Arizona is not for sale to San Francisco entertainment moguls or anyone else with a big pocketbook.

    It seems like every 10 years or so we have to slap down some idiot who comes to this state hoping to get themselves a lifetime pension by buying a place in congress. Jim Ward is just the latest example.

  7. DJM says:

    Republicans attacking Republicans…Reagan would turn in his grave. Jim Ward has no class!!!

  8. More Conservative Than The GOP says:

    Ward’s not a Republican. He’s got no background except for screwing over his own people and drinking champaigne with the Nancy Pelosi crowd. So technically it’s not a Republican attacking a Republican, it’s a desperate “businessman” picking a party of convenience because he wants to stick the word “Honorable” in front of his name.

  9. Serious Sally says:

    Been doing some checking of facts on Jim Ward: Jim Ward claims he creates jobs, but when he took over as LucasArts Pres. first thing he did was fire 260 of the 450 employees. That left 190 employees. 70% or 132 of the 190 signed a petition to have him fired after 2 years of working for him. Primary complaint was he was destroying the products and releasing poor quality games to rip off consumers.

    He had the nerve to go on the petition and whine about the empolyees picking on him. signer # 89. Cry Baby See it here: http://www.petitiononline.com/fireward/petition.

    No way he is tough enough to Beat Harry/Nancy/Reid/Obama

  10. Popeye says:

    If pols like Shadegg-McCain-Kyl-Cotton and their ilk had gotten on board earlier, this would not have been an issue. If you want more of the same, vote for Ward. What they want is an institutional lackey – Ward is their man.

  11. Doug Samuels says:

    ‘More Conservative’ is right.

    Reagan’s dictum refered to decent Republicans lowering themselves to fight each other.

    Ward’s never been decent, or Republican.

    No surprise here. Ward showing his true colors.

    Never thought I’d agree with June. But the girl’s right. Lazy carpetbagger sums up Ward pretty well.

  12. Judy Meli says:

    “Career politician”? I don’t think so! Ask David Schweikert yourselves. He believes in serving one term and working as a representative of his constituents, REALLY! This is the original intent of the founders. Washington works nothing like Hollywood, and I’d venture a guess that Jim Ward’s Hollywood experience will not help us now. We are in a very desperate condition in this country and if we, the citizens, don’t take it back NOW, we’d better be ready to get out our muskets. 2010 is feeling a bit too much like 1768 for my taste. Ronald Reagan probably IS rolling in his grave, but I’m sure John Adams is too! My vote is for Schweikert!

  13. Steve says:

    Jim Ward lied about being the “anti-establishment outsider” He has said it hundreds of times and printed over a million letters. But the fact is that they have never called him that.

    Does he even expect his supporters to read? By the way its not two articles its just the same article re-posted.

    http://www.foxnews.com/politics/2010/02/06/gop-puts-hope-newcomers-november-elections/

    http://www.votejimward.com/article/for-gop-no-experience-is-no-problem/

    This is just another long list of lies from the Jim Ward campaign.

  14. Serious Sally says:

    More research on Jim Ward.

    Willing to sell anything and everything no matter the cost. No corporate responsibility when he was President of Lucas Arts: In his own words

    http://www.escapistmagazine.com/news/view/75773-LucasArts-Jim-Ward-Interviewed-in-San-Jose-Mercury-News
    Asked about his role at the ESA, Ward implied that the industry’s current situation with regard to anti-videogame efforts is a delicate one, saying, “At any moment, if some kid in West Virginia goes and blows away 32 people, and they found out that he played a videogame, guess what, we’ve got a problem again.” Ultimately, he said, it becomes a question of protected speech in the U.S. “Most importantly – and this is a belief system you either buy into or not – you have to believe in the sanctity of First Amendment rights,” he said. “We believe you have to protect that, no matter what.”
    Violence for kids equals profits, don’t care how it impacts the kids or society….Sleep well Mr. Ward?
    Despicable

  15. Steve says:

    My favorite part of the article is “So Ward is telling me that he’s an outsider by showing me that he’s been endorsed Arizona’s longest-serving Republican Congressman? Dude, pick a theme.”

    Yeah and he thinks he can defeat Harry Mitchell?

    FAIL.

  16. Pingponglee says:

    Ward is desperate and just as vicious as Bitter-Smith. In fact, he is using the same lies she spread about David in 08. People like that are so toxic, they should be expelled from the Republican Party. Pity, it can’t be done…

  17. AZJack says:

    Ward is running a negative campaign, just like McCain. Campaign on the issues. Ward.

  18. Linda says:

    If I were J. Ward’s mentor I would give this vicious piece a failing grade. The language is designed to provoke and assign blame for legislation, but the target was an administrator not a legislator. J. Ward also missed the point of economics that property taxes tend to increase in times of prosperity because the raw land is developed; taxes are levied on improvements to property. (see section 3 of mailer.) The other inconsistencies, math errors, and hyperbole are troubling because this person wants to write and vote on legislation that effects all of us. Congressional candidates should have economic and mathematical knowledge since financial legislation originates in the house. When researching a candidate, one needs to start with what that person has done to advance the Party and its principles over the past six years, what he/she has done since coming of age to vote, what are his/her core principles and what past activities reflect that core. All is clear, Vote Schweikert for Congress on August 24 and November 2, 2010.

  19. Captain America says:

    I might only be 25 but I can see desperation when it presents itself. Only problem in this instance is it is hard to be negative and find dirt on someone who is as consistently clean as Schweikert. I went to a republicans CD5 event 7 months ago to see who I would be volunteering my time and energy on their campaign, Schweikert won me over not because he was reading straight out of the neo-con republican handbook but because I could tell that he genuinely believed and lived by the conservative rhetoric. 2010 will be a great year for conservatives across America as the dems have no coattail to ride and an unpopular healthcare bill to hang their hats. Schweikert will beat Jim handily because he hits the pavement and is the real Arizona conservative. He then will beat Harry by 8 points.

  20. Steve says:

    Jim Ward doesn’t understand the basics of taxes. He is calling for a temporary 6 month cut on all payroll taxes. But a temporary cut in taxes equals a temporary employment. But permanent taxes equals permanent employment.

  21. ALERT! says:

    Word on the street is that the Wards are shopping a half million dollar loan co-signed by the father-in-law…If the money goes to the campaign, this is ILLEGAL.

    Are the Cottons willing to go to jail for their son-in-law?

  22. Fiscal_Hawk says:

    Call me crazy, but it looks like the readers of Sonoran Alliance are not a fan of Jim Ward. Thats not good.

  23. The Dude says:

    Dude!

    You’re right. We don’t like Jim Ward one bit.

    And it’s because Jim Ward moved here from San Francisco to run for Congress.

    And it’s because Jim Ward is LYING to the voters of the district ALREADY with marketing tricks like the Wall Street Journal and Fox News stories that he made up entirely.

    Dude!

  24. Steve says:

    So the fact that we don’t like a carpetbagging fair trade loving RINO from the bluest state… There is something wrong with US? Get a grip man.

  25. otasan says:

    Even MORE research on Jim Ward:

    (Google it)

    In the USA, body piercing was popularized by the group called “Californians”. Jim Ward is considered the founding father of the body jewelry trend to the U.S.
    Jim Ward opened his first body piercing Studio in West Hollywood, 1975. Later with the trend growing popularity Ward has opened few more piercing studios in San Francisco, Seattle and New York.

    Did you see that? SAN FRANCISCO!

    That San Francisco, Body Art Loving, shiny car driving, carpetbagger has no business being in this race.

    David “Truest Super True-True Blood Conservative” Sckweikert is better.

    He has the constitution on his phone, so you know he’s like superly truly conservative.

    Word on the street is that Jim Ward also took illegal campaign contributions from Hitler! Take that carpetbagger.

    I also heard that while at LucasArts, Jim invented Jar Jar Binks.

  26. otasan says:

    ALERT!

    Word on the street is that Jim Ward failed his 3rd grade test on multiplication tables.

    David Schweikert aced that test. And then, with his free time, he wrote the whole text of the constitution on the back of the test.

    Because he knows it by heart.

    Because he’s the most truest conservative that has ever been born. EVER.

    Word on the street is that a young David Schweikert taught Barry Goldwater everything he knew about conservatism.

    It’s true. I read it on Sonoran Alliance.

  27. Mr. Conservative says:

    George Lucas was inspired to create Jar-Jar Binks because of Jim Ward… Epic fail!!!

  28. lmuGOP says:

    Great analysis of the piece! I think it’s also too wordy. Most people won’t get through half of it before getting bored.

    My favorite “WTF does that even mean?” of the week came from a Quayle email I got yesterday:

    “About Ben Quayle

    Ben Quayle is running in the 3rd Congressional District of Arizona. Ben Quayle is the fourth generation in his family to live and work in Arizona. Ben will fight for the Third Congressional District of Arizona, conservative principles and the future of this great nation. Ben will cut taxes and spending, fight for real healthcare reform not a government takeover, defend our country and our troops, end bailouts and so-called stimulus, secure our borders and restore America’s leadership in the world.”

    LOL..nothing ABOUT him there at all!

  29. Ken says:

    Your detailed analysis is excellent. However, since you are going over the wording of Ward’s hit-piece with a fine-toothed comb, you may want to correct “site” to “cite” in your write-up.

  30. wanumba says:

    ………………………….

    “It’s true. I read it on Sonoran Alliance.”

    ………………….

    An endorsement that good belongs on a bumpersticker.

    DSW can put it up top under the banner:

    “It’s true. I read it on Sonoran Alliance” — otasan

    Coming from anyone already on the blog it’d be empty self-promotion, but from an independent poster, well, it’s got ‘cachet’ now.

  31. johnny says:

    It just becomes more and more obvious that Schweikert is the front runner and all this talk that Ward is close in polling is obviously not true. Nice analysis of the piece it really does at first glance read like an anti-Ward ad with all the NOs under his side of the mailer.

  32. Susan says:

    wanumba – I like

    I think it can also be said, the new bumper sticker banner:

    “you can’t trust Jim Ward because he lies to you”

    In the process of putting together my research on Jim’s business background… finding some really interesting details

    1) why Jim “left” Lucas with such short notice after a petition circulated to fire Jim…

    2) the kind of flamboyant culture that existed in Lucus division management with his male co-equal in management specializing in full frontal nudity photography… all in the home district of Nancy Pelosi…

    3) a position Jim took in the San Francisco papers using the First Amendment to sell violent, mass-murder video games to children… good to defend the First Amendment… bad to do it the way he did which was to make lighthearted jokes about video games where you kill 30-plus people at a time (there goes your good father figure image)

    4) layoffs and tough-love from Jim’s bosses at Lucas after Jim made excuses for failing to meet top-to-bottom deadlines

    5) human rights violations in Asian assembly factories that Jim was supposedly overseeing before his short tenure at Lucas

    I hate being lied to!

    6) The Wards told an LD20 group recently that what we need in Congress is a multinational businessman not some small business corner store owner

    Wow!

    Looks like we know who Jim would represent if he goes to Congress…

    Half-kidding, but also disappointingly serious, the only phrase of truth that is left out of Jim Ward mouth since he moved here to run for Congress last year is the statement: “my name is Jim Ward.” Somebody should check his birth certificate, ha! just kidding. I think it’s safe to say he wasn’t born in Kenya.

    But sadly, everything else has been a made-up marketing pitch.

    “Pay no attention to the man behind the curtain,” we saw in the Wizard of Oz.

    We’re not in Kansas but Jim Ward must think the voters of CD5 are stupid if he thought we’d fall for his gig.

  33. cinqo says:

    Most of this analysis is spot on, but lays it on a little thick (thou doth protest too much). The thing I would take most exception to is the finale. While both candidates have put a lot of their own money into this, the question is, who is actually going to spend what they put up? Ward has no tv presence at all. Schweikert is only doing a moderate cable buy and finally started radio. If he really has more than $400k to spend, he should be blowing the doors off (even if he wanted to “save” $150k or so for the general). Makes you wonder if Schweikert really has that much to spend.

  34. Popeye says:

    Ward was the one whose lefty career took place in a galaxy far far away….SBS’s camp more accurately resembles the Star Wars bar scene…Don’t know if that makes Schweikert more of a Han Solo or Luke Skywalker, but CLEARLY Mitchell must be Grand Moff Tarkin :)

  35. otasan says:

    @cinqo – I think you’re in the wrong place.

    This isn’t a place for rational debate, it’s a place to throw out wild accusations anonymously and get into pissing matches over who is the “truest conservative”.

  36. Paula says:

    If I were J. Ward’s mentor I would give this vicious piece a failing grade. The language is designed to provoke and assign blame for legislation, but the target was an administrator not a legislator. J. Ward also missed the point of economics that property taxes tend to increase in times of prosperity because the raw land is developed; taxes are levied on improvements to property. (see section 3 of mailer.) The other inconsistencies, math errors, and hyperbole are troubling because this person wants to write and vote on legislation that effects all of us. Congressional candidates should have economic and mathematical knowledge since financial legislation originates in the house. When researching a candidate, one needs to start with what that person has done to advance the Party and its principles over the past six years, what he/she has done since coming of age to vote, what are his/her core principles and what past activities reflect that core. All is clear, Vote Schweikert for Congress on August 24 and November 2, 2010.

  37. This Ward guy is just as duplicious and sinister as that Howard Shanker carpetbagger who lives in Tempe but is running in CD1 because he has a 2nd law office and vacation home in Flagstaff. This is the most carpet bagging our state has seen since reconstruction! Welcome back to the Pleasant Valley Wars…

    Paula nails it on the head. Ward clearly has a poorly staffed camapign which will result in a poorly run office.

    As the LD20 Galveston precinct committee person (until the primary) I’ve avoided this shark everywhere we converged. I was at the LD20 meeting Susan cited where Ward touted his (albeit poor) multinational business acumen. What a hack.

    We need to assemble a campaign based on Susan’s research ASAP.

    His history at Lucas Arts alone tells me Jim Ward is a global neo-con working to subvert the party and sell out the nation.

  38. J Jennison says:

    While I detest negative campaigning in all it’s forms, let’s at least get our facts straight. Ward did not start the negative campaigning. The piece reviewed was in RESPONSE to Schwiekert’s artfully done “San Francisco” piece. So, using your logic and not having seen any polls either, can’t we say it is obvious that he’s way behind Mr. Ward and desperate to catch up? One thing that is NOT in dispute, Mr. Schwikert has proven that he can’t unseat a liberal democrat in a heavily Republican district. Whomever you vote for, it should would be nice if they can get this district back for us as Representative Mitchell’s representation has been an unqualified mess.

  39. You might want to look up the word “cite” in a dictionary. You inconsistently used various homonyms incorrectly in place of it without ever using the word itself.

    Yours for looking less like a bozo when writing for public consumption.

    xanthian.

  40. Harry Mitchell is hardly “a liberal Democrat”.

    He is far to the right of the political center in those states with a balanced spectrum of political leanings.

    I’m a liberal independent, and on his mailing list.

    Almost every thing he does offends me, because he implicitly attaches his actions as labels to the term “Democrat”, which he has no business doing, as they are not actions appropriate to a legitimate Democrat.

    xanthian.

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  1. [...] by the way, what does Jim Ward stand for outside of not being David Schweikert?  Not real border security.  Not free trade.  Not protecting taxpayers or demonstrating a fiscal [...]

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