What also emerged w/ Trump’s win was his insistence that “we” were all going to do this and that.
“You and I” are going to do it exposed Trump’s willingness to let the people have a say about what his governance would accomplish.
“Under the guise of better “serving” the American people through government, Obama signed an executive order last year calling for federal agencies and departments to deploy emerging “behavioral science” techniques against the public.
The Obama order also establishes a Social and Behavioral Sciences Team charged with applying psychological research to manipulate the beliefs and behaviors of Americans under various pretexts, and guide the vast federal bureaucracy as it hones its abilities to manipulate the public. “ --SNIP--
Totally agree, the “we” message engaged the silent majority beautifully. “I am your voice!” in Washington...
And this echoes a cardinal rule in direct mail advertising: engage the reader with conversational talk. Insert a question in the text, and use “you” to reinforce the idea of speaking directly to a person.