Word: pitches
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Below, in a smaller font, it offers an unassuming pitch...
...little media attention, like his plan for IRA-style savings instruments to build wealth. But because they're parents - married, divorced and unmarried - they carry a special concern for the moral climate of the country. This, combined with a distrust of Washington, makes them targets for Bush and his pitch for a "fresh start." They swung heavily to Clinton in 1996, when he married values and economics by making things like the Gingrich-proposed curbs in Medicare spending a test of values. If Gore too can and combine values and economics, he'll pull these latter-day Erin Brockoviches into...
...doing better than they were six or eight years ago, but have little savings. Many voted for Perot in '92 and even in '96, some for Clinton. They are leaning toward Bush. They respond to candidates who convey the capacity for leadership. Gore's "fighting for hard-working families" pitch is aimed their way. So far, it has attracted many of their wives, not many of them...
...When they aren't worrying about bad things happening in their children's schools, they're fretting about their parents' health-care costs. They like Bush's education record as well as his plan to use vouchers to rescue children from failing schools, and his "prosperity with a purpose" pitch has been hitting home with them too. But when he got lost in the thickets of tax-cut policy, they started leaning toward Gore, who promises to give their parents a prescription-drug benefit and pour money into their kids' schools...
...Lunch-Pail Dads - over-50, white workingmen without a college degree. They feel left out of the economic boom and threatened by GOP plans to privatize Social Security. They started out in Bush's camp, but many are tilting to Gore, drawn by his people-vs.-the-powerful pitch and worried that Bush's tax cut could put the economy off kilter just as they have begun to dream of retirement. Bush could win them back if he convinces them he is an equally responsible caretaker of the economy...