People who supported Obama felt like they formed a relationship, that they were being spoken to. The way that campaign worked and the way he's worked during his first term is to make people feel like he's grasping their hand, whether it's by tweeting or email, moments after an event, sometimes during an event. It makes people relate to him.
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Both my grandmothers had upright pianos, and I just knew how to play since I was a child. Nobody taught me. I sounded like a grown-up, and then I learned how to read music. I played so well by ear I could fool the teacher to believe I could play the notes. She'd make the mistake of playing the song once, and I could play it.
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