The power of communication, quotes from Frank Luntz (b. 1962):
My job is to look for the words that trigger the emotion. Words alone can be found in a dictionary or a telephone book, but words with emotion can change destiny, can change life as we know it. We know it has changed history; we know it has changed behavior; we know that it can start a war or stop it. We know that words and emotion together are the most powerful force known to mankind.
Bill Clinton is the best communicator of the last 50 years. He felt your pain. Now, I’d argue that he caused your pain, but at least he felt it while he was causing it. When Bill Clinton spoke, his words were so good, and they were spoken with such passion.
I’ve got a certain rule that I always teach my staff: It’s not what you say; it’s what people hear that matters. I may respond to you effectively, but if you edit it in such a way that they only hear the negativity of what I do, then that’s all they’re going to know. And so they’re going to conclude that my profession isn’t an honorable profession. And that’s why how I say it has as much of an impact on what people think of me as what I say.