Most think that focusing on immigration in opposition to a xenophobic president will pull in Latinos. That is only partly right. Few Democrats seem to understand that the current immigrants are primarily Central Americans, a relatively small segment of the Latino population. In fact, many Mexican-Americans view the new immigrants with contempt (their own racialized view of their southern neighbors). They also think of them as competitors for jobs and influence in places like Los Angeles, Phoenix, Denver and Houston.

That native-born Hispanics hold complicated views on immigration is hardly news to anyone paying even minimal attention. A study by the Pew Research Center in 2017 showed Latinos overwhelmingly ranked improvements in education on a list of top priorities. Second came a strong national defense against terrorist attacks. Third came a strong national economy. Fourth was reduced health care costs. Immigration was fifth on the five-item list.

Equal rights, job programs, criminal justice system reform and housing are also important to Latinos. Note that those issues tie directly to the strong belief that the answer to social and economic woes is a sound education. These conversations matter to Latinos in battleground states like Florida, Arizona, Texas and Colorado.

So where could the candidates start in doing a better job of outreach to the Latino population? First, understand a fundamental fact: Latinos are not monolithic. A majority are Mexican-Americans (over 60 percent), but there are Cubans, Dominicans, Central Americans and the often forgotten Puerto Ricans. Continuing a one-size-fits-all strategy is a waste of time, money and energy that benefits only clueless consultants. This is important because issues in the Southwest and West may not mean as much to Cubans in Florida or Puerto Ricans in New York. Complexity and nuance matter.

Then there is the abortion land mine. People wondered why Hillary Clinton lost so many Latino votes. There are several reasons, but one stands out. Some priests in Phoenix’s Mexican-American neighborhoods harangued their parishioners the weekend before the election about the evils of abortion and often implicitly tied it to Mrs. Clinton. This undoubtedly affected Latinos, especially women who attend church regularly.