I believe voters want boldness from candidates. Don't half step. Don't hedge. Take a stand on an issue.
Voters may disagree with the stance, but they respect a candidate's courage to take a position, and advocate for it, even if the polling may run counter to it.
Be a world beater. Say what you think, and defend it. It is OK if a candidate's viewpoint on an issue is not shared by others.
Voters admire moral courage, honesty, humor/humility, grace, work ethic, and the ability to welcome dissenting views.