text: We've done it before. Ronald Reagan in 1964 said "We represent the forgotten Americanthat simple soul who goes to work, bucks for a raise, takes out insurance, pays for his kids' schooling, contributes to his church and charity, and knows there just "ain't no such thing as a free lunch.'" He knew that to attract the working- and middle-class voter, "that simple soul," conservatives need to express what they already believe, that the simple soul has value as a creature made in God's image.