Technique: Claim that your opponent is desperate. Point out the actions that they are taking that show their obvious desperation. It doesn't matter whether they are truly desperate or not. The important thing is to create the perception that they are desperate. Point to such things as their negative campaigning or wild accusations. Say that they are "grasping at straws", etc. Whatever they do make it look like it is a tactic of the desperate, a last ditch effort to swing things in their direction. People don't like to associate with desperate people. Desperation equals "loser". By claiming that the other person is desperate, you (not so subtly) imply that you are in the lead and the only hope your opponent has is to use despicable tactics of desperation.