There have been a lot of studies about what liberals and conservatives respond to. Basically conservatives respond to fear. Immigrants are coming to rape and kill your family, teachers are turning your kids LGBTQ, democrats want to take your guns, etc. Liberals are more motivated by inclusion/bringing people together. Probably when we were tribal they both served a purpose. More liberal members of the tribe want to bring in new people and ideas, while conservative tribal members were like be careful, maybe this guy/idea is not going to help us. So the tribe was selective in what they brought in rather than accepting all and maybe destabilizing or risking the tribe by bring in the wrong people/ideas.
I saw a survey a couple of weeks ago that showed Biden/Trump and who people would vote for based on the issues and what they had said about them. Most were pretty dead even, but where Biden crushed Trump is when they told the voters what Trump and Republicans have said about Social Security vs. what Biden wants to do with it. Biden jumped out to like a 15 point lead. Abortion is the same, they need to hammer that and play up the coming for birth control stuff, no exceptions for rape/incest/life of the mother - what if that is your wife or daughter? If you can make more conservative people fear something more than the fears the GQP is spreading you have a chance to bring in some votes. Trying to message conservatives or conservative leaning voters with messages of hope or positivity will not resonate with them like it does more liberal voters. You have to make them fear something. Probably how you can reach some family members/friends in the Trump cult if you know the fear buttons that might motivate them to turn against him.