BUFFALO, N.Y. - When you crunch the numbers, the payroll tax cut in dispute is worth about $40 per paycheck for the average American. In fact, President Obama has been using that figure to his advantage on the internet.
It began with a simple question: What does $40 mean to you?
President Obama, while attempting to blame Republicans in Congress for holding up a temporary extension to the payroll tax cut, posted that question on twitter and the White House website. The response has been overwhelming locally and across the country.
Even our Facebook friends started to weigh in. Alex Omalza wrote -- "It means a day of work. So we'll now be working 5 days a week and basically getting paid for 4." Teresa Riordan complained, "Well I am sure your children will not mind paying it back."
"Forty dollars means to me a tank of gas," said Buffalo's Kelley Hagans. "I'm single at home by myself so it's a week of groceries."
"I would buy both of them a pair of 20-dollar sneakers, both of my kids," said Victor Irizarry of Buffalo.
From a purely marketing perspective, the White House made a smart move, according to Travers Collins Advertising Expert Carolyn Human.
REPORTER: Why does this campaign, in particular, seem to be working so well?
HUMAN: I think it is bringing what could be a very -- the payroll tax -- that's something that just goes over your head when you're thinking, you're watching the news. It's high-level. This brings it down to a real person. I mean, forty dollars. People can relate to how they would spend that forty dollars.
While the President seems to have struck marketing gold, the $40 fight may end up backfiring on everyone involved if they're not careful.
"Tell them to take $40 out of their paycheck, and see how it feels," Hagans said, pointing the finger at all elected leaders in Washington, including the President.
"Everybody is strapped enough," said Debbie Matteliano of Kenmore. "Just don't play games with us. Don't play games. Don't play the blame game. Just try to do the right thing for once (shrugs)."
Despite the frustration, since this payroll tax fight began, the President's approval rating has actually climbed a few points.
Regardless of whether his strategy ends up working, one thing is for certain. Most Americans now realize what's at stake in this political fight -- an average of $40 every paycheck.