Words.

Mrs May also called for national unity, even though her plans will upset Remain voters who want to stay in the single market at all costs.
She said the referendum result must be respected, adding: “The victors have the responsibility to act magnanimously.
"The losers have the responsibility to respect the legitimacy of the result. And the country comes together.” 

Sounds good, doesn't it.
Problem: what does it mean? 
Look how many words there are with three syllables. They roll out like great articulated lorries, meaning little or nothing. National unity...Single Market. Referendum result… respected… The victors have the responsibility to act magnanimously… Responsibility to respect the legitimacy of the result.
Reading this is like being in the slow lane of the motorway.
And it really does not tug the heart.

Here is Winston Churchill:

I say to the House as I said to ministers who have joined this government, I have nothing to offer but blood, toil, tears, and sweat. We have before us an ordeal of the most grievous kind. We have before us many, many months of struggle and suffering.

You ask, what is our policy? I say it is to wage war by land, sea, and air. War with all our might and with all the strength God has given us, and to wage war against a monstrous tyranny never surpassed in the dark and lamentable catalogue of human crime. That is our policy.

Not many three syllable words there until you get to the climax, when he deliberately turns majestic: "a monstrous tyranny never surpassed in the dark and lamentable catalogue of human crime."
Inspirational!

So what am I trying to say? 

Keep it simple, stupid!.

In sales, you learn this the hard way. The trainer gives you a handful of sharp pencils and asks you to press all the points into the palm of your hand as hard as you can.
You feel nothing.
The trainer then asks you to take just one sharp pencil and press the point into the palm.
I can tell you: you feel that!