"One of the biggest, long-lasting delusions of progressives is that people are moved mainly by rational arguments. Consequently, to get people to accept a particular policy such as universal health care, all one needs to do is to present strong and persuasive arguments in favor of it.
Nothing could be further from the truth.
As George Lakoff and many others have pointed out, conservatives are highly effective in getting their views across and their policies adopted not just because they control major media outlooks and think tanks, but because they have powerful narratives that appeal directly to gut emotions. Until progressives not only have a better understanding of how emotions fundamentally shape political issues, but also incorporate them into their appeals, they will continue to lose the hearts and minds of the wider populace."