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I think:

1. Different messages appeal to different people.
   
2. Cool-headed arguments will appeal to some voters, but emotionally engaging & snappy communication will appeal to others more strongly.
   
3. You're right that we need to be careful to ensure that any messages we make can't backfire now or in the future.
   
   In particular, I'd encourage you to read a book called "Thinking Fast and Slow" by Nobel-prize-winning-psychologist Daniel Kahneman. In it he goes into great depth about the way that our brains often substitute difficult decisions (like "who should I vote for") subconsciously with easier ones (like "who do I have a better general impression of") and I feel that's the playground we should be operating in.

It's because your premise is nonsensical. "Only a quarter of X" is a random figure — what's the baseline? Please tell me, how many of Trump's adverts or speeches or slogans were about policy? How many voters were swayed by Trump's policy who would've voted for Clinton "if only she had shared her policy"?

Her campaign literally released [A BOOK of policy proposals] (https://www.amazon.com/Stronger-Together-Blueprint-Americas-Future/dp/1501161733). Her slogan was never "I'm With Her" — that was a Twitter hashtag started by her supporters: women (and men) standing up FOR women. Her slogan was "Stronger Together" — never about her, but about strength and inclusivity and positivity.

I don't like to advertise but you should read "The Bonfire Of The Liberties: New Labour, Human Rights, and the Rule of Law" by Keith Ewing. He's a constitutional lawyer (and my former lecturer). Very clever man and it is all about that topic.