You need to aim low; make sure the lowest common denominator can understand you and you'll be speaking to a wider audience than if you appealed to their most noble and intelligent members. If you aim low, everyone will understand you. If you aim too high, only a few will.
Sometimes, it is better to give a vague message rather than a specific one. This allows the listener to fill in the blanks with his own vision. Imagine a politician says "We will solve the problem of inequality and ensure the prosperity of the people"; that's a lot more appealing than "we will increase taxes for welfare". When you leave your promises vague, they give you more room to act. You're not as bound by your word, and the meaning of "tackling inequality" can be adjusted to whatever you do because you never specified what that abstract, ideal goal means in specific, practical terms.
You need to understand that certain keywords trigger responses. Phrases like "family values", "patriotism" and "tradition" will appeal to conservatives, while "regulation", "inclusion", "diversity" will trigger a positive reaction from the liberals. In some cases, you can send dogwhistles like "we have some bad hombres" (recognizing the problem of hispanic immigration), "welfare queen" (black women living off of welfare), "states rights" (support for the Confederacy and the Southern heritage), etc. which appeal to certain societal groups with interests that are considered to be politically incorrect by the rest of the population.
- Anyway, here's a list of terms and their possible meaning.
Equality ---> welfare, affirmative action, socialism
Tolerance, Inclusion ---> pro-gay, pro-immigrant, pro-minority
Anti-racist ---> anti-white
Social justice ---> socialism, welfare, pro-minority, anti-white
New world order ---> globalism, internationalism, socialism
diversity ---> less white people (no one cares about diversity in historically-black colleges or cities)
inner city youths ---> criminal niggers
assault weapon, "fully semiautomatic" ---> buzzwords to scare people into giving away their guns
common sense ---> appealing to feelings and intuition rather than arguments
fascism ---> anything right-leaning
far-right/alt-right/ultra... ---> anyone who's right-wing but not a centrist. Used to discredit the opposition making them look like extremists, terrorists, fanatics and potentially harmful people
racist/nazi/homophobic---> word to discredit a normal person; his argument cannot be right because he's a bad person!
feminist ---> anti-men, anti-women, pro lesbian
LGBTQ+ ---> pedophilia, weird fetishes
accountability ----> regulation, state control
democracy ----> socialism, appealing to the masses, giving false sense of power
xenophobia ----> recognizing facts about migration
hate speech ---> politically incorrect facts or opinions, labeled as a moral crime liable for a sanction.
islamophobia ---> recognizing facts about islam
antisemitism ---> pointing out facts
anti-science ---> anyone who doesn't trust the current scientific trends as if it were God's word
progressive ---> socialist, liberal, anti conservative
sustainable ---> eco-friendly, well regulated by the state, expensive.
conspiracy theory ---> discredit a hypothesis by making it sound delusional