"When you have a choice, always pick the scarier of two numbers, to incite the maximum possible resentment in the voters you are addressing."
As discussed here.
Other gems of truth:
1. To incite resentment about the regressive social security tax, be sure to talk about tax percentages, not tax dollars;
2. To incite resentment about income tax cuts, do the opposite: talk about tax dollars, not tax percentages.