The researchers observed this when Clinton spoke to a United Nations commission and when Sanders spoke to the United States Senate. Signorello wanted to see whether there was a way to pin down what makes a politician an effective speaker by analyzing the strategies they use. The researchers discovered that the different candidates all have their own particular quirks. Candidates try to meet each group's expectation of what a charismatic leader should sound like, he said. "Politicians use voice as a very powerful behavior to convey their charisma," Rosario Signorello said at a briefing this week. The same paragraph might sound boring in a dull speaker's voice but dramatic when recited by a Shakespearean actor. It sounds as if politicians have tapped into some vocal strategies for impressing an audience, but that doesn't mean that they all behave exactly the same. Trump appeared to do the exact opposite, and Sanders had an especially wide pitch range over the course of a speech. The key to their success does not lie solely in the words they choose but also in the way they speak. Signorello and his fellow researchers have found that this strategy helps speakers to be seen as charismatic and likable. Signorello wanted to see whether there was a way to pin down what makes a politician an effective speaker by analyzing the strategies they use. When it comes to politics, it's not what you say, it's how you say it. This strategy makes sense, Signorello said, for audiences made up of a wide variety of people who differ from each other greatly. That's a pattern that's meant to signal power and dominance. This strategy makes sense, Signorello said, for audiences made up of a wide variety of people who differ from each other greatly.