"Among swing voters, they don't care about the party labels, " says Bush's polling analyst Matthew Dowd.
Most swing voters, particularly women, put the environment high on their list of concerns.
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The key to all elections is turnout - and the relatively tiny number of swing voters.
The rest are true swing voters in much the same percentages as the electorate at-large.
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It was the dollar that was losing support, as swing voters fretted about America's current-account deficit.
Those same polls, though, show that Cheney is more polarizing and poisonous to swing voters now.
Is it moving the needle at all with swing voters, or is it more mobilizing the base?
Swing voters want to hear about more than short-term tax cuts and short-term fixes to the immigration laws.
George W. Bush became President in part because many Catholic swing voters (formerly traditional Democrats) turned his way.
So these economies are the swing voters, as it were, in any attempt to judge East Asia's outlook.
Many of the swing voters were, after all, originally Democrats, driven from the fold by bad economic times.
His conservative views on abortion and gun control also worry swing voters, as does his lack of experience.
Obama first won the public trust, particularly of swing voters, by railing against the mindless partisanship that Sen.
Gore's campaign believes amping up the feisty message is the perfect way to close the deal with swing voters.
This strategy misses the point of what the American people need and what swing voters want to hear about.
Hispanics will be key swing voters in many key swing states in 2008.
The main parties have crowded into the ideological centre, in pursuit of the magical swing voters in key constituencies.
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This suggests that it is worth monitoring rather better-defined groups of swing voters.
The biggest group of swing voters is also the most obvious: Self-Confessed Independents.
Bush lost among moderates and independents, those all-important swing voters -- as he has in every major primary so far.
Bill Clinton embodies, for many swing voters, the kind of partisan bickering that they are now eager to leave behind.
Here the most important type of elector may not be swing voters but those too furious to vote at all.
Mr Brown will be under pressure not to alienate the middle class swing voters who have backed new Labour since 1997.
And swing voters such as California's Tauscher and her fellow centrist Democrats say they won't settle for the customary side deals.
What Republicans typically do with their black outreach is try to convince swing voters that they are not their father's or grandfather's Republican Party.
Voters certainly want it, especially the swing voters who will decide whether Republicans will win a majority of either house of Congress.
Televised presidential debates have often included a single moment determining the election's outcome, swaying critical swing voters toward one candidate or another.
Not only has this put off many swing voters, it has also cemented the impression that Mr Romney is a slippery flip-flopper.
Kerry has to give very specific, credible ideas to persuade swing voters.
And I'm told that the key voting block, the swing voters in this upcoming Democratic primary, are African-American women, women just like yourselves.
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