This is pretty much it. The disengaged public needs simple, three-word slogans and they need to stick on message, relentlessly (and it needs to connect emotionally as you said).
And while it goes against every instinct of those who are college educated, you need to say things with over the top confidence. Hedging makes sense in the academic world, but average people trust people with excessive confidence.
I stopped playing online games some years back because this sort of thing was far too common. And I bet it's even worse now.