A good piece of mail gets its message across in 10 seconds. Television gives you 30 seconds, maybe. We’re playing to the reptilian brain rather than the logic centers, so we look for key words and images to leverage the intense rage and anxiety of white working-class conservatives. In other words, I talk to the same part of your brain that causes road rage. Ross Perot’s big mistake was his failure to connect his pie charts with the primordial brain. Two years after Perot’s first White House run the GOP figured this out, and thus was born the “angry white man” and with him a 54-seat swing in the House of Representatives.