In back to back to back quarterly polls, likely caucus goers in Iowa have said that victory in 2020 is going to be tied to bringing rural voters back into the fold. And they’ve said so resoundingly — by a 2-1 margin.

But what needs to happen to really bring those folks back? More than any policy or platform, doing so will be tied to an optimistic, well informed vision and a well executed pitch. Robert Leonard had an excellent column in the New York Times about what that successful pitch to Rural America might sound like. Here’s the gist: say things that stick, and tune out the white noise.

In a country as large as ours, people speak differently in different places. They deal with similar problems but are effected in differing ways. It’s a testament to our diversity, and to the breadth of issues any president is forced to grapple with. To win back rural voters you have to speak to them in a way that doesn’t go in one ear and out the other. You’ve got to make a connection.

Here are a few ways to do that:

“Breaking Up Big Ag” 
There’s a lot of talk about “breaking up Big Ag” in this primary, and consolidation is certainly a problem. But most of our farms are still family owned operations, and when they hear attacks on big ag, they often take them as an attack on themselves.

What you can and should speak about is finding ways to inject competition into the system. Give more power to the individual farmer. Put more money in their pockets by making innovations that boost productivity and efficiency more accessible. Invest in biofuels that allow for reliable returns on crop yields.

Immigration — Emigration
This is two-fold. When it comes to immigration, it’s not going to do you any favors to assume rural areas are inherently exclusionary. The reality is that all segments of the farm economy rely on immigrants to one degree or another, and they’re well aware of it. Farmers need an immigration system that ensures a reliable and consistent source of labor.

On emigration, rural communities have watched a generation of kids grow up and leave — never to return. A rural pitch needs to be cognizant of that. Don’t let your core message miss the fact that you’re promoting investment in health care, education, and infrastructure so small communities can thrive and so their kids and grandkids get jobs that keep them around.

Climate Change — Green New Deal
You might be forgiven for assuming that a state like Iowa has no connection to the debate on climate change. You’d also be very wrong. As rampant flooding over the past several years has made clear, worsening weather hits the midwest just as hard as the coasts. In the effort to stem these worst effects, rural areas have an important role to play.

Iowa is the top ethanol producer in the country, and a leader in renewable biofuel development. The industry employs thousands and contributes billions in economic activity. On top of that, 35% of the energy in Iowa comes from wind. The state was one of the earliest investors in wind turbines and it’s had a significant impact (one you can see driving through). These renewable fuels need to be considered as opportunities to develop a healthy climate and lessen our carbon footprint.

The Green New Deal can and should be just as important in Iowa as it is anywhere else. To make sure that happens, midwestern states need to be included as partners. Renewable energy and biofuels need to be accounted for on the same level, and carbon sequestration practices on farmland should be promoted and incentivized.

To win back states like Iowa, Michigan, or Wisconsin—states Democrats have won before and can win again—it’s vital that they’re factored into the big picture. It’s going to take some effort, but more than anything it’s going to mean speaking to rural voters again, because this is the reality: they are not outsiders or antagonists. They are an integral part to a winning coalition.