Campaign pollster and consultant Frank Luntz says Democratic nominee Joe Biden is promoting his “likeability” to get elected while President Donald Trump is highlighting determination, strength and passion.
“The Trump campaign is trying to prosecute Joe Biden on his policies,” Luntz told Fox News on Friday. “And there’s a good reason for that.
“If (Biden) talks about specifics, he’s either going to alienate people in the center, who he’s won over, or people on the left, the progressives, who don’t think he’s progressive enough.”
Conversely, Luntz said Biden is trying to tar Trump for his method and ways of communicating.
“The public is more supportive of (Trump) of where he stands and less supportive, quite frankly, of how he communicates it,” said Luntz, 58, who has worked mostly with Republicans on focus groups and messaging.
His remarks come a day after the conclusion of the Republican National Convention, which culminated with music and fireworks Thursday following Trump’s acceptance speech on the South Lawn of the White House before an audience of 1,500.
Luntz, who five days earlier said the polls were clearly moving in Trump’s favor, said the president faces a challenge because for 50 years Americans have not voted for someone that they liked less than their opponent.
“That likeability really does matter,” Luntz said. “And (Trump) is selling strength. He’s selling determination. He’s selling passion. He’s selling…intensity, which is important. But Joe Biden is selling likeability…(and) likeability does sell.”
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