"Maybe he hopes you'll forget his companies have gone bankrupt ... four times," warned a narrator in a radio ad. "Trump says American workers are paid too much. Maybe that's why he's been caught importing cheap foreign workers ... and Trump's casinos have slashed worker benefits. The Washington Post says the way Donald Trump got richer was at the expense of taxpayers, or the banks and investors who loaned him money. He’s even used government power to seize private property, and brags about it."

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This week, as New Hampshire tracking polls have shown Trump basically holding his pre-Iowa numbers, both Our Principles and Make America Awesome have bought time for ads that make no mention of social issues. In one Our Principles spot, clips of old Trump comments about guns ("I hate the concept of guns") and the 2009 economic stimulus ("this is what we need") are played to raise questions about Trump's conservatism.

In another spot, Our Principles boils down the message of an immigration ad that premiered in Iowa: "Amnesty for illegal immigrants, but money for himself."

And in a third ad, the gun answer — seen as particularly dangerous in New Hampshire — is twinned with more recent Trump comments in favor of universal health care.

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In context, Trump was talking about coverage for the poorest Americans, and something that resembled Medicaid. That's the difference between Our Principles and Make America Awesome. Liz Mair, the consultant behind the latter group, argues that focus groups, polling data and what we now know about the blue collar voter who likes Trump argue for ads that focus on his business record.

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"While ads focusing on Trump’s liberalism may be helpful in terms of holding his vote to a certain ceiling, and definitely make conservatives feel good about truth-telling about him, the sad reality is, there is no data that we have seen (private or public) to show that those attacks work with actual Trump supporters, except with the very narrow exception of where his support for single-payer health care is concerned," Mair said Friday morning. "The only line of attack that data consistently shows works where actual Trump supporters are concerned is the one we’re employing in this ad, and our 'Real Trump Record' radio ad."