They’re not calling it a “coup” or a “witch hunt.” There’s no “deep state” hoax, and the phone call between President Trump and Ukraine’s president wasn’t “perfect.”

Key conservative allies of Mr. Trump, many of whom have expressed concern about the lack of focus and consistency in the White House’s public response to the impeachment inquiry against him, which continues with a second day of public hearings on Friday, have begun a campaign to shift public opinion before they lose any more ground.

The goal, according to the strategists behind the effort, is to cast the impeachment hearings unfolding in Washington as a circuslike distraction that does little to help people worried about health care, jobs and financial stability — concerns that are far more front of mind for most Americans.

And the intended audience is the relatively few Americans in roughly two dozen congressional districts in a handful of battleground states who do not already have strong opinions about the president, and whose ambivalence toward both political parties is largely overshadowed in national polls showing widespread support for impeachment.