"Reform advocates need to remember the four things that persuasive leaders do well: tell compelling stories, focus on principles, move people emotionally and send clear messages.
Humans are a storytelling species. People have trouble remembering lists of facts, figures and 12-point plans, which is why candidates who run on them get taken to the cleaners. In politics, if you want people to get the gist of what you're saying, give it to them: What's the problem? How did it come about? Who are the protagonists and antagonists? How are we going to get out of this mess? That's a story."
--Drew Westen, writing in the Washington Post about health care reform, but with a sentiment that I think applies to LGBT rights, too