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was a joke that John Kerry's words forgot to tell his face that they were funny. When the face does not match the words, the audience believes the face not the words. Look for the match between the two to find the believable candidate.

6. Who is comfortable using gestures
Al Gore's own Secret Service detail named him sawhorse due to his use of wooden gestures. Look for the candidate that is comfortable using gestures, the candidate who is comfortable in his or her own skin. Another way to look at it is to look for the candidate whose gestures are not getting in the way of their message.

7. Don't have to be as young as JFK, but they can't look dead
due to high definition TV and plasma, we now see candidates closer than ever, closer than we want to see them. If Hollywood actors are concerned about these 21st century close-ups, imagine what they do to 60 year olds?

8. Candidates that actually say something
Voters want to hear substance.

9. Candidates who stay on message- if they spin, if they don't answer the actual question that was asked and spin to another aspect or topic, they need to do so artfully or the audience won't accept it. Look for candidates who actually answer questions asked.

10. Who can carry the weight
Although these are serious times, and the candidates are talking about serious topics, they need to be able to do so with a grace and ease. The presidency itself ages Presidents. We don't want to see the burden too heavy even before they take office.

The primary season like a baseball season is long. While every win does not seem to count in 100 games, we never know which one will make the difference in the end of the season. So watch every debate, every sound bite, every interview. You never know which one will make the difference at the end of the season.

Leslie G. Ungar, president of Electric Impulse Communications, Inc., is a no clich coach, supercharging leadership performance through *Coaching *Speaking *Strategizing

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