A few weeks ago I recommended George Lakoff's The Little Blue Book. It's a guide to how to talk to the electorate, and its worth a read if you want to run for office.
Lakoff: "[candidates] commonly believe that everyone reasons the same way and that if they just tell people the facts, most people will reason to the right conclusion. But since this is scientifically false, it keeps happening."
The fact of the matter is people vote based on emotion, not reason. Appeal to their emotions.
(and check out the book)
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