From my mailbox: A D7 challenger postcard that is as confusing as that Scott Hoy commercial.

Remember the Scott Hoy law office commercial that got the attention of the national zeitgeist because it was kind of confusing? Where there was a dialog between him and the camera about video games where you were supposed to know what he was talking about?  The postcard I just received from D7 Candidate Dennis Willert is just like that.  Because I don’t know what in the hell he’s talking about.

Dennis at one time was a Daschle Democrat working for the Senator, at some point later changed to Independent where he remained up until a month or two ago, and is now a Republican Jon Hansen follower running to the right of the current incumbent State Representatives Roger DeGroot and Mellissa Heermann.

Confused yet? Here – let me confuse you more:

“You feel it. Something needs to change.”  “Costs are rising. Our morals and values are being diminished. Property tax feels harder. Family businesses are under pressure.”   “GRIT • GUTS • GRACE”

I’m very confused. Like in the Scott Hoy commercial, I have no idea what he’s trying to say. There are so many mixed messages here, like a string of incomplete catch phrases.

It’s like there’s an anti-incumbent economic message contemplated here, but what does the legislature have to do with things costing more, a.k.a. inflation? Is he talking about the Republican Governor doing something bad to the economy triggering inflation, or President Trump?

Costs are rising? Economic message. Family businesses under pressure.. along those lines. Then, “property tax feels harder,” which is kind of an economic message. Or someone must be doing something with the notice from the equalization office that I don’t want to know about.

Then we veer to a hard right with the random line about our morals and values being diminished… so.. It’s not just economic? It’s about people in our geographically tiny Brookings district being immoral?  Maybe during the pub crawl, but trust me. I’m an SDSU grad. It used to be a lot wilder around here – even back when you couldn’t get beer on Sunday. Brookings is the least immoral town I know, to the point you can’t even shoot fireworks on the 4th of July!

Then we have a tagline of GRIT • GUTS • GRACE? Is that like Faith • Family • Freedom, except too many are using that already overused tagline, or Hobby Lobby sold out of the faith • family • freedom signs, so an alternative was needed?

That phrase seems to be well liked by female podcasters talking about their personal journeys.. and not so much about politicians. Although at least one person was using it in 2024 politically.

Are you even more confused now? Now you get where I’m coming from.  And why candidates need to read through – and maybe bounce what they’re doing off of someone – before they hit print.

Authenticity is key. What’s authentic about declaring one’e self to embody grit, guts and grace in a political campaign? I just finished working on a postcard for a candidate who was deployed in the gulf war, and I’ve done work for candidates who are cancer survivors. Certainly people who you would consider to have guts and grace. And yet they manage to not need silly throwaway taglines.  Campaign communications should strive to be clear and concise. Don’t try to be everything to everyone.  

Or else your message may get a little muddled in the translation.