If you’re talking to a conservative, invoke “leadership,” “freedom,” “family,” “responsibility,” and so on.47 If you’re talking to a liberal, appeal to “the disadvantaged,” “the poor,” “victims,” “harm,” and the like. If you bring up themes resonant with both sides, like “liberty,” “decency,” “morals,” “equality,” or “fairness,” tailor your use according to how each side uses these words. That is, figure out how they’re using the word “equality” and use it similarly.