On this, you are 100% correct. Elections are decided by maybe 20% of the population, perhaps much less than that as we are so polarized. I've seen estimates that swing voters account for as little as 7%. Each side has their true believers and is trying to sway that 20% to vote in their favor. To win, we need first not to alienate them and then second, to try and win them over with ideas and the truth. I have always said, there are two and only two reasons why anyone gets hired for a job. 1) they are qualified* and 2) the hiring manager likes them. Period. Unfortunately most people put too much weight on liking a candidate when voting and they usually have absolutely no clue if they are in any way qualified.
The 20% both sides are trying to sway are generally less informed and are either voting on self interest or voting ideologically "to make a difference." Our message has to be crafted to appeal to them on those planes. Unfortunately, this is why the message of free stuff and utopia has been effective at swaying the 20%. It ain't easy to convince people they'll actually be better off without free stuff and that utopia is really socialism in disguise, but that's the challenge. That, and preventing election fraud...
Personally, I think Trump successfully convinced a majority of the swing voters that his policies were working better than the left's and the country was better off because of them even if they didn't really like Trump the person all that much. I think the 2020 election was absolutely stolen and I also think there is ample evidence, both physical and circumstantial, to prove it in court. I don't know if that will be allowed to play out so all I can do is try to convince those in my world what I believe happened. If we can each open the eyes of a handful of people, the elite establishment may not get away with it next time. In court you need to prove beyond a reasonable doubt, in the court of public opinion, all you need do is create reasonable doubt. This is why words matter so much.
*Qualified can include a whole lot of shit including quotas, etc.
I believe you.