“Message is more important than money. Issues are more central than image. Strategy matters more than tactics. Positives work better than negatives. Substance is more salient than scandal. Issues are more powerful than image, and strategy more important than spin. The more partisan you are, the less effective you will be. Appeals rooted in generosity and the public interest do better than those which appeal to the voters’ self-interest. Voters want to hear about how to make their lives better, not richer. Values matter more than economics.”