33% Tone of Voice
This kind of makes empirical rationalism and objectivity difficult, doesn't it?
There are all kinds of influences on our judgements - even a scientist evaluating the technical merits of a proposed project is influenced by the presenter's appearance. In something like politics, the effect is much more obvious. Actually, in political campaigns, I'd say that words count for almost nothing, unless fault can be found with them.
Objectivity takes constant effort. It requires attention to one's subconscious reactions to anything other than words and observed events. One must consciously push those reactions aside and keep the facts foremost in mind. Only then can nature be predicted and understood.
This can be taken too far, of course. I've trained my whole life to do this and I'm good at it, but at the cost of insensitivity to tone and nonverbal cues. Now I have to train myself to do both, to know which to use when, and to be able to choose between them.
It's all about being a better man.