Make your strength the issue

"The agenda-setting effect is what we are talking about. The ability of a candidate not to tell people how to feel about an issue, but which issue they should focus on — that is the struggle of most modern campaign managers. Campaigns have been much more successful at shifting people's attentions to different issues rather than shifting people's positions."

A quote from University of Michigan at Ann Arbor political psychologist Nicholas A. Valentino in Shankar Vedantam's Washington Post article "In Politics, Aim for the Heart, Not the Head"