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The fundamental lesson many Republican campaigns completely ignored this cycle is this:
Competitive elections are decided by non-political people, not political people. 
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If a voter has to watch 8 hours a day of Fox News to decode what the hell you’re talking about, you’re doing it wrong.
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Political people make their minds up very early. In competitive races, they’re competitive because there are not enough highly political voters on your side to tilt the race early.
The fight is for voters who don’t care so much about politics.
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“Turnout is everything” is a convenient myth that enables us to do what we want to do anyway, which is to constantly preach to the converted and not have to deal with any of those non-political people who aren’t as into all this as we are.
Big mistake, made by rookies.
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Hunter Biden’s laptop? Twitter moderation policies? “The FBI?”
Seriously? You think anyone who really cares about this stuff isn’t already with you? They are.
And there are not enough of them to win in a competitive district.
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Non-political voters are not looking for more rantings on obscure issues that matter only to people on Twitter.
WTF are YOU going to do to help solve the everyday, real world challenges that NORMAL people are facing? Not Twitter problems. Normal people problems.
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Have you shown those non-political voters you’re normal, and relatable to normal people?
Or are you preoccupied with nutty social media posts which are porn for the politically addicted, yet lead normal people to believe you’re a kook?
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Social media algorithms reward this bad behavior, driving candidates to progressively extreme statements which create more “engagement.”
Yet those non-political voters aren’t engaging with you, you’re turning them off looking like a nutcase.
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You know what really “owns the libs?” WINNING. And if you win the primary but lose the general, you’re still a loser. And you’ve set back the party when you give your district to the left though incompetence and campaign malpractice.
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More than one rookie candidate running a C-grade campaign is instead blaming their loss on the election being “stolen.” It wasn’t stolen — it was given away through incompetence.
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