Shor apparently thinks in terms of campaign strategy. What issues are important to the voters that that politician is trying to target? Build a campaign around at least pretending to care about those issues, and supposedly people will vote for you.
And this strategy does work for a lot of voters. Because a lot of voters have the concentration span of a goldfish (yes, I know the 3 second memory of a goldfish is a myth).
Many people, though, will also think in terms of a politician's track record. What legislation did they actually support, who do they schmooze with. Do they have a track record of following through or at least trying to follow through on their promises once elected? Or do their promises have a track record of going out the window once the election is over? Do they have a coherent strategy to follow through with once elected, or is it just a bunch of feel good rhetoric without much substance?