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Reverse-Engineering the 2012 Campaign

What's behind the Paul Ryan pick?

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Congressman Paul Ryan is the poster boy for the extreme Republican leadership in a Congress whose overall approval rating is 12 percent. His plan to dismantle Medicare is deeply unpopular with the general public, and especially undecided voters.

You might be wondering why the hell Romney picked this guy. But this is a strategic pick that carries real danger for us.

Here's the calculation: Mitt Romney doesn't need or expect Paul Ryan to convince even one undecided voter to cast their ballot for him. That's not what he's on the ticket for. He's there to reassure and inspire ultraconservative ideologues and corporate interests that they will have one of their own a heartbeat from the presidency.

That means tens or even hundreds of millions more dollars for the Romney campaign and the array of outside groups supporting him -- and if current trends hold, more than 90

distorting and trashing Barack Obama. Those ads will have more impact on undecided voters than anything Paul Ryan himself does or says.

Mitt Romney is convinced that picking Paul Ryan is a great investment for him. And his campaign is already touting the pledges and donations they've received as a result, with fundraising events planned for this week.

We're already being outraised, and we can't afford to fall further behind. Now is the time to take your commitment to the next level.

Please donate $X or more today:

[url]

More soon.

Messina

Jim Messina Campaign Manager Obama for America

--------------------------------------------------------------------- Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.

7

recipients

Obama - Biden --

Mitt Romney doesn't need or expect Paul Ryan to convince even one undecided voter to cast their ballot for him.

That's not what he's on the ticket for.

He's there to reassure and inspire ultraconservative ideologues and corporate interests that they will have one of their own a heartbeat away from the presidency.

That means tens or even hundreds of millions more dollars for the Romney campaign and the array of outside groups supporting him -- and if current trends hold, more than 90 percent of that money will be spent on TV ads -- lying, distorting, and trashing Barack Obama. Those ads will have more impact on undecided voters than anything Paul Ryan himself does or says.

Romney's campaign is already touting the pledges and donations they've received as a result, with fundraising events planned for this week.

We're already being outraised, and we can't afford to fall further behind. Now is the time to take your commitment to the next level.

Please donate $X or more today:

[url]

Thanks. More soon.

Messina

Jim Messina Campaign Manager Obama for America

P.S. -- Paul Ryan is the poster boy for a Republican Congress whose overall approval rating is 12 percent, and his plan to dismantle Medicare is deeply unpopular with voters. But Mitt Romney is convinced he's a great investment. How this plays out is up to you, so please do what you can.

Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.

Subject: Why Romney picked Ryan

From: info@barackobama.com

Sent: Aug. 13, 2012, 3:53 p.m.




Congressman Paul Ryan is the poster boy for the extreme Republican leadership in a Congress whose overall approval rating is 12 percent. His plan to dismantle Medicare is deeply unpopular with the general public, and especially undecided voters.

You might be wondering why the hell Romney picked this guy. But this is a strategic pick that carries real danger for us.

Here's the calculation: Mitt Romney doesn't need or expect Paul Ryan to convince even one undecided voter to cast their ballot for him. That's not what he's on the ticket for. He's there to reassure and inspire ultraconservative ideologues and corporate interests that they will have one of their own a heartbeat from the presidency.

That means tens or even hundreds of millions more dollars for the Romney campaign and the array of outside groups supporting him -- and if current trends hold, more than 90

distorting and trashing Barack Obama. Those ads will have more impact on undecided voters than anything Paul Ryan himself does or says.

Mitt Romney is convinced that picking Paul Ryan is a great investment for him. And his campaign is already touting the pledges and donations they've received as a result, with fundraising events planned for this week.

We're already being outraised, and we can't afford to fall further behind. Now is the time to take your commitment to the next level.

Please donate $X or more today:

[url]

More soon.

Messina

Jim Messina Campaign Manager Obama for America

--------------------------------------------------------------------- Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.

 

Compare variations

Subject: Why Romney picked Ryan

From: info@barackobama.com

Sent: Aug. 13, 2012, 3:53 p.m.




Congressman Paul Ryan is the poster boy for the extreme Republican leadership in a Congress whose overall approval rating is 12 percent. His plan to dismantle Medicare is deeply unpopular with the general public, and especially undecided voters.

You might be wondering why the hell Romney picked this guy. But this is a strategic pick that carries real danger for us.

Here's the calculation: Mitt Romney doesn't need or expect Paul Ryan to convince even one undecided voter to cast their ballot for him. That's not what he's on the ticket for. He's there to reassure and inspire ultraconservative ideologues and corporate interests that they will have one of their own a heartbeat from the presidency.

That means tens or even hundreds of millions more dollars for the Romney campaign and the array of outside groups supporting him -- and if current trends hold, more than 90

distorting and trashing Barack Obama. Those ads will have more impact on undecided voters than anything Paul Ryan himself does or says.

Mitt Romney is convinced that picking Paul Ryan is a great investment for him. And his campaign is already touting the pledges and donations they've received as a result, with fundraising events planned for this week.

We're already being outraised, and we can't afford to fall further behind. Now is the time to take your commitment to the next level.

Please donate $X or more today:

[url]

More soon.

Messina

Jim Messina Campaign Manager Obama for America

--------------------------------------------------------------------- Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.



Congressman Paul Ryan is the poster boy for the extreme Republican leadership in a Congress whose overall approval rating is 12 percent. His plan to dismantle Medicare is deeply unpopular with the general public, and especially undecided voters.

You might be wondering why the hell Romney picked this guy. But this is a strategic pick that carries real danger for us.

Here's the calculation: Mitt Romney doesn't need or expect Paul Ryan to convince even one undecided voter to cast their ballot for him. That's not what he's on the ticket for. He's there to reassure and inspire ultraconservative ideologues and corporate interests that they will have one of their own a heartbeat from the presidency.

That means tens or even hundreds of millions more dollars for the Romney campaign and the array of outside groups supporting him -- and if current trends hold, more than 90

distorting and trashing Barack Obama. Those ads will have more impact on undecided voters than anything Paul Ryan himself does or says.

Mitt Romney is convinced that picking Paul Ryan is a great investment for him. And his campaign is already touting the pledges and donations they've received as a result, with fundraising events planned for this week.

We're already being outraised, and we can't afford to fall further behind. Now is the time to take your commitment to the next level.

Please donate $X or more today:

[url]

More soon.

Messina

Jim Messina Campaign Manager Obama for America

--------------------------------------------------------------------- Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.

Obama - Biden --

Mitt Romney doesn't need or expect Paul Ryan to convince even one undecided voter to cast their ballot for him.

That's not what he's on the ticket for.

He's there to reassure and inspire ultraconservative ideologues and corporate interests that they will have one of their own a heartbeat away from the presidency.

That means tens or even hundreds of millions more dollars for the Romney campaign and the array of outside groups supporting him -- and if current trends hold, more than 90 percent of that money will be spent on TV ads -- lying, distorting, and trashing Barack Obama. Those ads will have more impact on undecided voters than anything Paul Ryan himself does or says.

Romney's campaign is already touting the pledges and donations they've received as a result, with fundraising events planned for this week.

We're already being outraised, and we can't afford to fall further behind. Now is the time to take your commitment to the next level.

Please donate $X or more today:

[url]

Thanks. More soon.

Messina

Jim Messina Campaign Manager Obama for America

P.S. -- Paul Ryan is the poster boy for a Republican Congress whose overall approval rating is 12 percent, and his plan to dismantle Medicare is deeply unpopular with voters. But Mitt Romney is convinced he's a great investment. How this plays out is up to you, so please do what you can.

Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.