1. How Trump has messed things up (gave tax cuts to the rich and you paid, tariffs killed your biz, let foreigners help him cheat and will again, made us Putin's poodle etc)
2. Why/how you'll fix it.
And how you'll turn it around and bring back our honor.
And how you'll stop him.
Policy is part of the argument, but it is not THE argument. If people trust the candidate they'll trust them on policy that "will help people like me."