Focusing on personal character

• Military service


  Patriotism and strong sense of duty
• Success in chosen profession


  Ability and strong track record
• Family and faith


  Integrity , commitment and values
• Political achievements 


  Experiences in office and can be trusted to deliver
• Case Study: Trump’s 2016 campaign


  He showed charisma and a personality that seemed to cut through to many voters , ‘Make America Great Again’ and ‘Lock her up’ - personal sloganeering
• Case Example: Joni Ernst ‘Squeal’

  Joni boasted about experience on castrating pigs. She said that this will make her the best choice for the Republican senate because she will cut away waste . This is targeted at rural voters in Iowa