I'm kind of jealous of that, actually. Just say it: It doesn't have to be true, just say it and get people believing it and the rest will follow.
I'm not saying that's good - of course it's bad - but it is effective. We're too busy mincing words. We can't help ourselves. We NEED to fact check each other and deconstruct the nuances. Which is great for debate but doesn't result in wielding effective amounts of political power.