Here’s some advice politicians and their staff would do well to take: stop giving voters the impression you don’t care.
“People will forget what you did, but people will never forget how you made them feel”
Words are easily forgotten, but feelings and emotions are seared in the minds of everyone. Understanding that is the key to better writing.
The Political Mind — George Lakoff
If Don’t Think of an Elephant! has been checked off your list, the next stop for persuasive language is George Lakoff’s The Political Mind.
Why you need emotion to persuade
You need to use emotion to be persuasive. Nine ways you can create a connection with your audience using the second mode of persuasion: pathos.
Three ways to build authority
Of the three modes of persuasion a speaker’s authority is the most important. Three things you can do to build authority and persuade.
Know your issue? You also need to know how to frame it
Every word and every phrase evokes a frame. But what is a frame? A primer on framing and how you could be working against your own interest.