How not to sell political ideology

It doesn't matter whether you're selling life insurance or political ideology, you're entitled to use every marketing maneuver that works. But it's the consumer who ultimately decides whether such tools are effective. Many products are doomed by faulty sales pitches.

One example recently has been the attempts by political telemarketers to sway public opinion about Missouri's budget.

A good many folks weren't surprised to get a phone call from a research company (translation: political push poll) regarding the budget battle in Jefferson City. Most Missourians are proud of their schools. Many are proud that the state has good schools at a reasonable cost. And, yes, they are concerned about state funding for schools.

As soon as the person on the receiving end of the call said anything in support of more spending, he or she was asked if the call could be forwarded.

Guess who it went to. Legislative offices for one. But also to the newsrooms of media outlets across the state. In many cases, the phones were answered by individuals who aren't involved in the coverage of state budget issues. As a result, the calls were meaningless.

More than that, some of the folks who suddenly found themselves talking to newspeople they didn't know were more than a little put out.

Maybe the politicos behind this failed scheme would like to ask Missourians if they want their taxes raised for school funding. Or maybe they would like to try selling some life insurance.