Neutralise your negatives is the other rule. Labour follows that to the letter too much so, some complain.
Every day, anarchic Tories inflict more friendly fire. To neutralise their negatives, Tories should be calming fears that they will cut everything to the bone and impoverish those who are already poor: voters already expect them to be tightest, meanest and most likely party to cut taxes, so Sunak should instead try to sound unexpectedly expansive.
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