Effective persuasion of center-right voters is best achieved by sharing video testimonials from similar voters rather than using viral or hard-hitting political ads.

“and when it comes to trust with voters one of the other things you heard very clearly was they didn't trust any institution uh they didn't trust Democratic Messengers whatever they trusted people like them that was the that was their main trusted source of information and so we went and found people”

Persuading voters is more effective than focusing solely on turnout because it shifts a vote from the opposing side.

“Driving turnout gets you one vote. Persuading a voter gets you two. Because you have taken it from the other side and put it into yours.”