San Diego, California (CNN) -- For anyone who wants to make a serious play for the Latino vote -- and not just go through the motions -- here's what you need to know: Latinos are single-issue voters. The issue is respect. Or, as we say, respeto. Nothing else matters. If you want the votes of Latinos, show some respect. Or we'll show you the door. I know what you're thinking. What's so special about this constituency? Three things: Size, geography and unpredictability. In 2008, about 10 million Latinos voted; the 2012 figure could be higher. Latinos are well represented in "battleground" states (i.e. Colorado, Florida, Nevada, New Mexico). And, in the case of the Mexicans and Mexican-Americans who make up about 66% of the U.S. Latino population, they're in play because they have shown a willingness to vote for moderate Republicans even though most are registered Democrats.
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Ruben Navarrette: Among Latino voters, immigration is a test of candidates' character
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He says Romney pandered to anti-immigrant forces during the primaries
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Navarrette says Obama's policy of deporting illegal immigrants has broken up families
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He urges candidates to address need for immigration reform, then deal with other issues
Latinos
Latinos
Latinos
Latinos
Polls show that @placeholder are just like other voters in that they care about education, jobs, the economy and health care.
Republicans
Political observers note that a @placeholder presidential hopeful needs at least 35% to win.
Obama
@placeholder has more than twice that level of support but his problem is that there's an enthusiasm gap and, if Latinos don't turn out for Obama, Romney will win.
Obama
It happened during the health care debate, when what consumed many conservatives was the question of whether illegal immigrants could access benefits under "@placeholder-care."