"For Republicans, the goal is be as conservative as possible — think Ronald Reagan. “Republican themes will hit on immigration, tax cuts and Christian values,” said Don Hoover, a campaign consultant. “They will play as far to the right as possible.”
For Democrats, the goal is outreach and the middle ground — a replay of Bill Clinton. “Democrats want to talk about investing in the future and, to a lesser degree, bipartisanship,” he said.
The goal, Hoover said, is to get the undecided voter to pay attention. And those voters are only about half-listening. “Right now the undecided voter isn’t too focused on the campaign — yet. But, slowly, they are beginning to pay attention.”
To turn those heads, candidates will need money — lots and lots of money. “It takes resources to campaign,” he said. “Especially on a statewide level.”"
"Independent voters" are more accurately thought of as non consumers of the poltical product. Getting their "attention" is non trivail because the product is sub standard. It's a normal business problem in the GME.