The most important thing to be, in politics, is consistent.

Because if you aren’t consistent, they will find out. Claim you’re going to cut taxes, and they’ll find a time when you voted to raise taxes. Come out in favor of nuclear power, and they’ll make it public that you said “nay” to a bill that included this issue. Sell yourself however you want, but for God’s sake, make sure you always sell yourself the same way every time.

Barack Obama has done an exemplary job of selling himself consistently. From the beginning, his rallying cry was “CHANGE!” And that, ironically enough, has not changed. He has portrayed himself as an ordinary man in the extraordinary position of helping us all out, giving us the change we need to make the government truly represent us. No matter what has been leveled against him, Obama hasn’t lost his down-to-earth, common sense way of communicating.

In these last few days leading up to the election, he is selling himself even more aggressively than before. He fears, as do many of his supporters, that the young first-time voters he’s won over won’t end up voting after all. He wants to keep people inspired, to keep them watching, to remind them that this election matters. He can’t disappear from the playing field now. He can’t let people forget, even for a second, how inspired they were when they first saw him.

This, I have to believe, was the entire purpose of his half-hour commercial that aired on the 30th on most major networks. Anyone who hasn’t made a decision at this point probably aren’t going to be swayed by an Obama infomercial. But the people who’ve been supporting him from the beginning are renewed in their faith, which is exactly what Obama needs.

He’s also making an effort to appear on more shows, giving interviews to help people feel secure about voting for him. Despite the fact that he’s published two autobiographies, the McCain campaign still insists on planting the question “who is Barack Obama?” in voter’s minds. Obama wants to make sure that we all know.

His Daily Show appearance was short, but funny and charming - cementing his image as an everyman. With McCain coming off so often as a grumpy old man, it will be nearly impossible for him to close the gap. The cards were stacked against him in every possible way, and Obama’s ability to connect with people is just making it worse. Whether or not you agree with his policies, you’ve got to admit that the man sounds good.

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