Candidates or Issues

It seems most political campaigns focus on the candidates instead of the issues. Why are the candidates sold instead of the issues? Why don't the campaigns say "... is the way to handle issue ... because ... and candidate ... is the best person to achieve that" instead of "Vote for candidate ..., he supports ..., .., and ..." If you sell the issues then during the next election you can build off of the last election by expounding on the right way to handle issues and still mention which candidate will best achieve those results. Each election could build off of the previous election better and the voting population would be better informed.

I have the opportunity to vote in a primary election next Tuesday. If you have a similiar opportunity to vote then I urge you take take the oppotunity!