Free Advice to McCain: Don't Play on Your Opponent's Field

Tuesday night, I diaried how McCain was playing on Obama's playing field in his speech, which as far as I can tell is a sure-fire way to lose. The argument, which is well summed up in George Lakoff's Don't Think of an Elephant is that whoever sets the terms of the debate has a major leg up. McCain is all "change" and "future-looking", which essentially has him doomed the moment he starts. I'd blame his lobbyist-campaign managers, but I think they all quit.

Apparently he's down to interns or something over there, as evidenced by this horrid new website of his. Some free advice, in brief:

* Don't ape your opponent's logo. The idea of a logo is to brand yourself in a unique way that creates immediate recognition. This logo just makes you think of Obama, whose logo is far superior.

* Try to come up with a slogan that is also unique. (see above). Also, when another candidate has already tried this strategy and lost, it may not be a good idea.

* Try to spell headlines correctly.

* Try not to have one of your sub-headings include your opponent, especially when your opponent holds the more popular position.

* If you can't use an original layout, at least try to use an original font.

* Stick with 1 layout / feel / color scheme. He's got the yellow and blue thing, the green thing, and now the red-white-and-blue thing.

If McCain keeps this up, it's not even close. I kinda feel bad, like we ought to throw him a bone. But if he keeps on chasing Obama, he's done. Anytime McCain says, "it's a choice between the future and the past..." he's toast.

My friend Dan Norton says he should have gone totally retro, like he does on the John McCain timeline, which is also an intriguing piece of media. Dan says "a newspaper thing" would work. Anything to re-conjure up the "straight talk express".

[UPDATED] * Try to avoid pimping "Golf Gear" as a main sub-heading, when you're aiming for change and your opponent has a variety of kick ass posters, and thanks to labwitchy, icescrapers may not be the best way to go.

That's about it. Please add your own.