People are most engaged when you speak to what they care about. As Dale Carnegie writes in How to Win Friends and Influence People, “The royal road to a person’s heart is to talk about the things they treasure most.”

In politics, crafting messages that align with the priorities and values of your audience is essential for building connections, inspiring action, and earning trust. This post explores how to identify and focus on what matters most to voters, volunteers, and supporters to make your campaign message truly resonate.

Why Talking About Their Interests Matters

1. It Builds Trust

When people see that you understand their concerns and priorities, they’re more likely to trust and support you.

2. It Strengthens Connections

Focusing on shared interests creates emotional bonds and fosters a sense of mutual understanding.

3. It Drives Engagement

Messages that reflect voters’ priorities are more likely to inspire action, whether it’s voting, volunteering, or donating.

How to Identify What Matters to Your Audience

1. Listen Actively

Spend time talking to voters, volunteers, and team members to understand their concerns and values.

• Example: Host town halls, conduct surveys, or engage in one-on-one conversations to gather insights.

2. Analyze Community Needs

Research local issues and demographics to tailor your message to the specific interests of your audience.

• Tip: Use voter data and analytics to identify trends and priorities within different communities.

3. Follow the Headlines

Stay informed about the issues dominating local and national conversations, and connect them to your campaign’s platform.

• Example: If affordable housing is a hot topic in your district, make it a central focus of your messaging.

How to Talk About Their Interests

1. Use Relatable Stories

Personal anecdotes or stories about constituents can make your message more relatable and emotionally impactful.

• Example: “I met a single mother last week who’s working two jobs to make ends meet. That’s why affordable childcare is one of my top priorities.”

2. Frame Issues in Terms of Their Values

Align your policies with the values that matter most to your audience, such as family, community, or economic opportunity.

• Example: “Improving our schools isn’t just about education—it’s about giving every child the opportunity to succeed.”

3. Show How It Affects Them Directly

Connect your message to the day-to-day lives of your audience to make it more personal and relevant.

• Example: “Lowering property taxes means more money in your pocket to support your family.”

4. Tailor Your Messaging to Specific Groups

Different audiences have different priorities. Customize your approach to reflect the unique interests of each group.

• Example: Highlight job creation and economic growth in discussions with business owners, and focus on healthcare or education when speaking to parents.

Practical Applications in Campaigns

1. At Town Halls

Encourage voters to share their concerns and use their input to guide the conversation.

• Example: “What’s the biggest challenge your family faces right now? Let’s talk about how we can address it together.”

2. In Speeches and Ads

Craft your messaging around the issues you’ve identified as most important to your audience.

• Example: An ad campaign focusing on infrastructure improvements in a district with aging roads and bridges.

3. On Social Media

Engage directly with followers by addressing trending issues or answering questions about their concerns.

• Example: Post a poll asking, “What issue matters most to you this election?” and respond to the results.

Historical Examples of Leaders Who Mastered This

1. Franklin D. Roosevelt

FDR’s “fireside chats” addressed the economic fears of Americans during the Great Depression, focusing on the issues they cared about most in a relatable and empathetic tone.

2. Lyndon B. Johnson

Johnson’s focus on civil rights and his ability to connect with the struggles of marginalized communities made his messaging resonate deeply during a transformative time in American history.

3. Barack Obama

Obama’s grassroots approach during his 2008 campaign relied on understanding local priorities and addressing them through tailored outreach and messaging.

The Benefits of Talking About Their Interests

1. Stronger Voter Loyalty: Voters feel a personal connection when you focus on their priorities.


2. Increased Engagement: People are more likely to take action when they feel their concerns are being addressed.


3. Better Campaign Strategy: Understanding your audience’s interests helps you allocate resources and focus efforts effectively.

Avoiding Common Pitfalls

• Don’t Overpromise: Align your message with what you can realistically achieve to maintain credibility.


• Avoid Assumptions: Take the time to listen rather than assuming you know what voters care about.


• Be Authentic: Focus on interests that align with your values and vision to avoid coming across as insincere.

Final Thoughts

Talking about what matters to others isn’t just a campaign tactic—it’s a way to show that you care, that you’re listening, and that you’re committed to making a difference. By aligning your message with the interests and values of your audience, you can build trust, inspire action, and create a campaign that truly resonates.

As Dale Carnegie reminds us, “The best way to win an argument is to avoid it. Focus instead on what truly matters to the other person.”

Ready to connect with voters on what matters most to them? At Next Generation Political Consulting, we specialize in crafting data-driven strategies that align your message with the priorities of your audience. Let’s create a campaign that truly speaks to the people.