So here’s another article about the poor Appalachian people who used to work in coal mines and don’t anymore and are dependent on Obamacare and might lose it and voted for Trump. And it’s really, really sad. Here’s just a bit of it:

Heartburn is just the latest problem for Clyde, a patient Keisha sees every three months. Like so many in this corner of Appalachia, he used to have a highly paid job at a coal mine. Company insurance covered all of his medical needs. Then he lost the job and ended up here, holding a cane and suffering not only from heartburn but diabetes, arthritis, diverticulitis, high blood pressure and high cholesterol.

Because of the ACA, Clyde’s visit is covered by Medicaid. Before the law, most West Virginians without children or disabilities could not qualify for Medicaid, no matter how poor they were. The ACA — better known here as Obamacare — expanded the program to cover more people, such as Clyde, who can depend on Keisha to fix his heartburn without having to worry about the cost.

As for the other problems in his life, he has put his hopes in Trump, who came to West Virginia saying he would bring back coal and put miners back to work. When Trump mentioned repealing Obamacare, Clyde wasn’t sure what that might mean for his Medicaid. But if he had a job that provided health insurance, he reasoned, he wouldn’t need Medicaid anyway, so he voted for Trump, along with 74 percent of McDowell County.

And we might judge this man a fool, but in truth he voted for the candidate who promised him something, as opposed to the one who promised him nothing. And assuming he gets most of his politics news from the teevee, nobody warned him what a con man Trump is.

The truth is that Clyde was abandoned by both parties. It might be that the Democrats were working to get him better benefits, but neither party has ever been straight with coal people about why their jobs are not going to come back. Neither party, on a local, state or national level, has hustled to come up with a plan to replace those coal jobs or otherwise come up with a way for the Clydes of America to find self-worth and income.

And it’s not like the end of coal was something that just sneaked up on everybody last week. They’ve had years to figure out what to do about Clyde. Meanwhile, nobody tells him straight-out what’s really going on. They just dangle promises in front of him that nobody intends to keep.

One of the best things I’ve read today is An open letter to America’s coal miners, and to America by Mark Sumners, a former mineworker himself. In other words, he’s someone who knows the business. Here’s a bit:

This is the hard truth. In 2000, coal generated almost 53 percent of all the electricity in the United States. By 2009, that was 45 percent. In 2014 it was 39 percent. One year later, it was 33 percent.

Look at that last number. Coal’s contribution to the electrical picture dropped by 6 percent in a single year. That didn’t happen because of rules on carbon pollution that were never even made. It didn’t happen because of regulations on water pollution that never went into effect.

It happened because fracking for natural gas has made that fuel extremely abundant, and generators of electricity would much, much rather deal with gas than coal. Even when the gas itself is more expensive than coal, gas is easier to transport, easier to store, easier to burn. You don’t need expensive ash-removal on the smokestacks of a gas-powered plant, because gas doesn’t make ash. You don’t need to worry about where to bury ton after ton of clinkers left over when the coal is burned. There are no dams full of slurry to burst.

Better still, from the point of view of the people making electricity, gas generators are cheaper. You can buy them small and add on power gradually. Coal plants are big. They take a huge amount of money up front and don’t start making money for decades after construction.

That’s why there are no new coal plants under construction anywhere in the United States. None.

Forget the songs. Ignore the banners. You don’t sell coal to “America.” You sell it to Duke Energy, and Southern Company, and NRG and a few dozen others. That’s who buys coal. Only they’re buying less. And they’re going to keep buying less, until they’re buying none at all. Donald Trump isn’t going to change that. Short of passing a law that requires power companies to burn coal, which he won’t, there’s nothing that can stop it.

If Congress repealed every environmental law and every safety law that affects coal mining tonight, you know what would happen tomorrow? There would be fewer coal jobs. And fewer still the day after.

In fact, the regulations that Trump is repealing will make that happen faster. The rule that was changed on allowing more coal waste in streams won’t make new coal jobs. It will allow mining companies to replace underground mines with mountaintop removal mines. Those mines use far fewer people. When Trump signed that document and handed you the pen, what he was repealing was coal jobs.

There was a time that mine workers got much of their news about what government was up to from the unions. I assume Clyde doesn’t hear from unions any more, either, but if he did I’m not sure how they are handling the cold, hard fact that coal mining is going the way of the whaling industry.

And I’d also bet that Clyde had no idea what any Democratic running for office anywhere actually proposed. And that isn’t entirely Clyde’s fault.

Of course, a lot of people are being left behind by the economy. I keep reading that this isn’t really the fault of outsourcing jobs to other countries, although that used to be the cause. Maybe it isn’t the real cause these days. But something is a problem.

Someone asked some pollsters recently about what the Democrats have been doing wrong, and they said,

[Hillary Clinton] had a list of policies, but she didn’t have an overall explanation of what her diagnosis of the problem was, or what her solution was. This is what we call the Listerine test, after the eight-word slogan: “Listerine kills the germs that cause bad breath.”

It defines the problem, and gives a solution that sounds like it might work. It’s what advertising calls a “reason to believe.” Hillary didn’t have one. She had a goal statement: “An economy that works for everyone, not just those at the top.”

The very first question of the very first debate came from [moderator] Lester Holt, and it was: “Secretary Clinton, why are you the better choice than your opponent to create the kind of jobs that will put more money in the pockets of American workers?” And her answer listed 14 different policies, but with just a few grace notes to connect them. That was the moment at which I became convinced she wasn’t going to win.

That is not her problem—it is a party problem.

It is a party problem, and it goes deeper than just messaging.

First, they need to figure out what they’re going to do about Clyde. And I don’t mean appealing to his presumed racism or misogyny or anything else. We don’t need to do that, and we shouldn’t do it. I mean they need to figure out how are they going to change the economy so that there’s a place for Clyde in it, somewhere. Because until they figure that out, all the clever slogans in the world aren’t going to help them.

And I don’t know what that solution might be, but I suspect it’s going to take more than a few tweaks to status quo. Be bold, Democrats. Stop negotiating with yourselves. Stop whimpering that Republicans are mean to you. Come up with the plan you’d like to put into place if you had complete control of Congress and the White House, and stick to it.

Then, when you’ve got the plan, sell it. Get everybody on the same page with a simple message that basically says, We can do this. But it’s got to be more than a slogan; people need to know the message means something.

And at this point the Democratic Brand has become so degraded it’s going to take a few election cycles to be credible again to most of the Clydes. But if they don’t do this, they’re going to be keep losing.

See also: Andrew O’Hehir, How the DudeBros ruined everything: A totally clear-headed guide to political reality