The key to political persuasion?

From the New York Times's writeup of this study:

you should frame your position in terms of the moral values of the person you’re trying to convince. But when it comes to politics, this turns out to be hard to do. We found that people struggled to set aside their reasons for taking a political position and failed to consider how someone with different values might come to support that same position.

I don't think that people have gotten any better at this in the year since the article was published.