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“Keep it simple. Rhyming’s good (“For Jimmy and me, vote ‘yes�� on 3��). Never explain anything. “The more you have to explain,�� Whitaker said, “the more difficult it is to win support.�� Say the same thing over and over again. “We assume we have to get a voter’s attention seven times to make a sale,�� Whitaker said. Subtlety is your enemy. “Words that lean on the mind are no good,�� according to Baxter. “They must dent it.�� Simplify, simplify, simplify. “A wall goes up,�� Whitaker warned, “when you try to make Mr. and Mrs. Average American Citizen work or think.��85”