'I'm worn out on chest-thumping that leaves us with the same potholes, spotty internet, and folks sweating medical bills.'
That's from an Ohio voter in our congressional messaging study. We asked 6 American voters what would actually make them pay attention to a House candidate. The answers were brutal and unified.
The Participants
Six US adults aged 25-65, from rural Arkansas to Seattle to Oklahoma City. Mix of workers, parents, and professionals across political leanings. All voters fatigued by standard campaign rhetoric.
Key Finding #1: Healthcare is the Sleeper Issue
Not the healthcare debate you see on cable news. The quiet, grinding reality of working Americans without good insurance.
Healthcare costs for working folks without insurance. That's the one that eats at me. I work full-time, one bad lift and I'm staring at an urgent care bill that knocks my budget sideways.
Key insight: Uninsured workers are a huge, underserved constituency. They're not asking for fancy anything. Just stability.
Key Finding #2: Bipartisanship Wins (With Receipts)
We tested: 'Work across party lines vs. fight hard for your values even if it means gridlock.' The answer was clear.
Bipartisanship wins, but ONLY with proven examples
Name the Republican or Democrat you partnered with
Share actual outcomes, not just the effort
Skip the 'reaching across the aisle' platitudes
Give me plows and broadband, not speeches. Bring home something that works, and I'll keep sending you back.
Key Finding #3: The 30-Second Ad Formula They Want
Multiple voters essentially wrote the same ad structure:
One specific local problem (with a number)
One concrete solution (with a timeline)
How you'll pay for it (what you'll cut)
Your actual phone number or contact info
A promise to report back monthly
My brain has a 30-second attention budget. Say something clear, specific, and money-real. No drama, no shouting.
What This Means for 2026 House Races
Lead with healthcare costs for uninsured workers
Bipartisanship needs receipts, not rhetoric
Local issues (roads, broadband, EMS) beat national themes
Voters want boring accountability, not inspiring speeches
Monthly progress reports build trust
The old playbook isn't working. Flags, barns, and 'I'll fight for you' makes voters hit mute.
