It's not easy to boast, when you're a politician. Take for example Bill Clinton, who'd had a pretty good first term. But when it came time to campaign for his second term on the strength of his record, assertions about his accomplishments didn't get much traction. According to his advisor Dick Morris,
Clinton's achievements were a problem. In strategy meetings, he often complained that he had created seven million jobs and cut the deficit but no one seemed to notice. In speeches, he referred to the achievements awkwardly. Our polls showed audiences already knew about them or didn't believe they were true.
The solution, apparently, was a re-jiggering of language. Morris relates that communications strategist Bob Squier had the following bright idea:
The key…was to cite the achievement while talking about something he was going to do. For example: "The hundred thousand extra police we put on the street can't solve the crime problem by themselves; we need to keep anti-drug funding in the budget and stop Republicans from cutting it." Or: "The seven million jobs we've created won't be much use if we can't find education people to fill them. That's why I want a tax deduction for college tuition to help kids go on to college to take those jobs."
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