SELLING THE PERSONA

In the 40th District in Pittsburgh, where the collars are whiter and the houses larger, Charles Kolling Jr., 25, an assistant buyer for the Thrift Drug chain, is having a ball. Says he: "I've always wanted to get involved, and after '72 I was looking for a candidate I could trust, someone who would really turn us on. And I found him."

He had read about Jimmy Carter a few years ago and became fascinated. Last November he watched a TV interview with him, called his wife Lou Anne to take a look and announced that he was sold by "Carter's sincerity and intelligence." He wrote a letter offering his services. Volunteers were scarce then, and Kolling found himself both a candidate for delegate and Carter's district coordinator.

Since February politics have consumed the Kollings' evenings and weekends. They have organized primary-night parties and appeal for contributions as the results come in. On another occasion, with a few friends, they once got up at 3 a.m. and made 265 hero sandwiches that they sold for $1.25 each to neighbors and fellow employees.

At twilight in 30DEG weather, Kolling stands coatless at the Northway Mall, distributing flyers that play up Jimmy Carter's picture and name over those of his delegates because the candidate's persona is the strongest selling point. "Excuse me, sir," he says. "My name is Chuck Kolling, and I'm running as a delegate in the April 27th primary, committed to Jimmy Carter. Appreciate your consideration."

One of the few people willing to stop and talk in the chill says she likes Carter "because he's not part of any machine," but she was upset by controversy over the "ethnic purity" statement.

Kolling gives a terse paraphrase of Carter's explanation and offers to send the woman Carter literature. He points out that not only is Carter independent, but his Pennsylvania workers are too. Many, in fact, are like Kolling--young, enthusiastic and inexperienced in politics.

Later at an open house, Kolling gives a quick definition of Carter's zero-base budgeting plan: "We have to reduce some of the confusion and waste of Government by making agencies justify their spending every year." When specific answers do not satisfy a voter, Kolling falls back on the general: "We have to have a President who can set a tone, someone who can point the country in the right direction and appeal to a lot of different groups." One by one, his listeners nod in agreement.

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