Even Republican Pollsters Occasionally
Say Things That Have the Ring of Truth
'You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and pre-existing beliefs. It's not enough to be correct or reasonable or even brilliant. The key to successful communication is to take the imaginative leap of stuffing yourself right into your listener's shoes to know what they are thinking and feeling in the deepest recesses of their mind and heart. How that person perceives what you say is even more real, at least in the practical sense, than how you perceive yourself.'
--Pollster Frank Luntz, who's famous for teaching Republicans how to use phrases such as "death tax" (otherwise known as the estate tax) to skew political debate, from his new book, Words that Work--It's Not What You Say, It's What People Hear.