As a Canadian, and one of libertarian bent, I hope I have a better perspective on the two parties in the USA. What I see does not bode well for the Democrats. I think they understand the Republican side poorly, worse than the Republicans understand them. And, over the last two elections, they have shown little willingness to learn about it.

I think George W. Bush is the worst president in living memory, perhaps the worst ever, and that this was clear by 2004. Yet more democrats voted for Bush than republicans voted for Kerry. Why was that? Many republicans also reported holding their noses and voting for Bush -- they knew he was a bad President but couldn't stomach Kerry. Why was that?

Something that played a larger role than people think was attitude. I may get a bias because I hang around with democrats more, but they exude an attitude of complete derision. It is not that Bush doesn't deserve derision; it's just that it is a terrible marketing strategy. "You haven't just supported the wrong candidate, you're a complete idiot because you've supported a stupid candidate, one whom anybody with any brains can see is a complete fool." This approach doesn't win votes. Quite the reverse, I think it causes the other side to close ranks and distrust the messenger. Nobody believes themselves to be a fool. If somebody tells you what a fool you've been you don't say "oh my, what was I thinking?" You say "screw you, asshole." And you don't listen further.

People change their minds when evidence comes in through their own lens. Over time, more conservatives have turned on Bush and documented the problems, and his approval rating is extremely low, even among former supporters.

Now, as a practitioner of comedy, I fully feel and understand the temptation to engage in ridicule. There is great political comedy, but there really are two broad classes of it. One class is mean, and really only works on the already converted. It just offends the rest and causes them to ignore its message. The much better class of political comedy is not so bitter and can work on at least independents. We don't get enough of that. Political comedy should be used, but with care.

(Indeed, with care it is one of the most powerful tools. I remember how Reagan, asked about his age, used the line "I refuse to let my opponent's youth and inexperience be an issue in this election" and the age issue rarely troubled him again.)

Election-winning comedy must be able to stick in the minds of all voters, and it must not be bitter to do that. For example, when Guliani over-used 9/11 in speeches, and comedians satirized this, it played a large part in sinking him, which he didn't understand. But it's a joke his people can get and not find vicious.

Democrats need to do two things if they want to win:

• Keep the attacks civil and less extreme. Consult with good comedians to stay on the right side of the line. Encourage the troops not to be bitter no matter how tempting.
• Hire wise former (or mercenary) republicans and learn from them how to sell the message to conservatives and independents. Listen to them.

As I said, we're coming off a Republican administration that the public knows was horrible for the country. Even the conservatives know that. Changing power in the White House should have been a true slam dunk. Making the conservatives close ranks by insulting them rather than talking to them in their own language is the way to undo the slam dunk.