The positions are clear: the government wants another mandate, while the opposition wants to take power. And here the same question always arises — who has the easier job? The one who must show results, or the one who only needs to criticize them?

If you’re building a house, you need a plan, materials, and a finished product. A critic, however, only needs to say that one of the walls is crooked. It’s the same in politics — building is always harder than tearing down.

And since Slovenia is not an isolated island, the wave — or rather the tsunami — that swept across the Atlantic has reached us as well. Populism, especially on the right, is spreading across Europe like a virus. The entire Republican playbook is being copied almost word for word: the message is short, punchy, emotional. Facts play little role here; truth no longer matters much. Even worse — so-called alternative truth has become part of everyday life.

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Why does it work?

Simply because it requires less mental effort. We live in a fast-paced global world. We are consumers who want to be impressed within the first second. Politics is adapting to that — and turning into advertising.

When a politician says, “We’ll fix everything!” — it sounds pleasant, positive, effective. But no one explains how. It’s like an ad promising you’ll lose ten kilos in three days. We all know it doesn’t work, but part of us wants to believe that maybe this time it will. So we keep buying supplements and miracle pills. It’s similar with politicians — we know they promise the impossible, yet we keep believing them, because we want to believe.

There is, however, one key difference between left- and right-leaning voters: the former believe in ideas, the latter in leaders. And that’s something today’s political parties perhaps don’t fully realize — which is why they struggle to connect with people. But let’s return to the main question.

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How do you confront populism without losing substance?

Populists offer simple answers to complex problems. Their strength lies not in solutions but in language — they speak in a way everyone can understand. Short sentences, strong emotions, constant repetition. Even when the content isn’t true, the tone and confident, uncompromising attitude convince.

Traditional or established parties may have experts, extensive and realistic programs — yet too often they speak in a way that no one understands. Instead of saying something clear like, “A worker will earn 1,000 euros more per year,” they prefer, “We will reduce the tax burden on the middle class.” And what do people hear? Bureaucratic jargon.

If you truly want to persuade voters, start speaking more humanly. Not with PowerPoint slides, but with life. People don’t vote for programs; they vote for the feeling that someone understands them — that someone knows what it’s like to struggle from paycheck to paycheck or pension to pension, to worry about safety and the future of their children, or to realize that owning a home has become science fiction even for young, educated people with jobs.

A good campaign doesn’t start with the program — that’s the foundation, of course — but with the problem. First, show what hurts. Then explain why it hurts. And only then, how you’ll make the pain go away.

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Use the simple rule of 1–1–1: one idea, one example, one number

Instead of a dry explanation about energy renovation of buildings, say: “Our goal is for every household to pay 50 euros less for electricity.” That way, people will remember what you’re saying — and why it matters.

Trust is built through authenticity. Not through logos, but through a face that is genuine — one of their own. Let people see that you understand their world: that you’ve waited in the same supermarket line, stood in the same highway traffic, and worried about how to get an appointment with your doctor.

So don’t compete with populists in spectacle — compete in solutions. They offer fire; you offer warmth. They shout; you calmly show what will truly change if people choose you.

Create contrast: if we take this path, we gain this; if we take that one, we lose that. And don’t waste time correcting every lie. Instead, teach people how to recognize manipulation themselves. For instance: if someone says, “Everyone agrees,” ask — who exactly? If they offer a solution with no cost, ask — who will pay for it?

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The success of a campaign isn’t measured by likes, but by whether a voter can summarize what you stand for in 15 seconds. If they can’t, you need to change your message.

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A campaign isn’t a single event — it’s a process of constant refinement. Populists sell shortcuts. You offer a plan — realistic, human, repeated often enough for people to remember it even without seeing your billboard on every corner.

Because in times of noise, those who shout the loudest don’t win. Those who are the clearest do.