Judicial Cookie-Cutter Mail Pieces Drop

I guess all the judicial candidates must've got a group discount on printing because almost all of them dropped mail that landed in the last couple of days and most of them were the exact same size.

Frankly, most of the mailers sucked pretty bad. Some more than others.

Yvonne Rodriquez's piece was actually pretty good. Great front and the back had good layout and messaging. I liked the front of Anna Perez' piece because it was a sharp design and a strong message about qualifications. I wasn't crazy about the back. I don't know why there was a definition of the word qualified. Seemed like wasted space.

Judge Arditti's mail piece. The front was great. The back...what the hell? WHAT THE HELL? Waaaay to much text. Too small and too much. You're target is usually an older voter, its too crammed. They are trying to do too much.

Horrible piece.

It would be the worst of the bunch if it weren't for Cervantes' piece. Too heavy with text and had zero visual appeal. He's squinting in the picture with Dolores Reyes who is endorsing his candidacy, but I'm not sure how many people will understand that she was a former opponent. He has a pretty strong negative attack on the back that could be pretty effective...if it weren't mostly false. I'll write a piece about that next.

Judge Lizarraga's piece is probably the most frustrating piece. I don't like the color scheme or layout or messaging. That's not the bad part. The bad part is that he didn't household his mail. This is a little inside-baseball, but house-holding the mail is important for a couple of reasons. First of which is the fact that its cheaper to send one piece of mail to a household instead of one piece to each individual voter in a home.

The second reason is more practical. Who the hell wants to receive two, three, or even four copies of the same piece of mail in one house? If you're going to send a piece of mail to each individual, at least address it to the individual voter. That didn't happen with Lizarraga in this piece. I know a few examples of mail sent to a home with multiple voters and there was a copy for each target voter. Thats great, but they were all addressed to the "Hernandez Family".

Annoying and a waste.

I heard Caballero and Navarrete also sent out mail but I haven't seen it yet. I'm told Caballero's was pretty effective.