Hm, I agree with the author in how far too much anti-wokeness can repel voters. But I have to disagree with the overall analysis of wokeness by the author. They make it seem like wokeness is this policing of others based on "niche concerns", not only for conservative politicians but also for the author themselves*. Imo this sounds like someone complaining about SJWs and saying how petty fights people put on when they are in fact criticizing racism, sexism, homophobia, etc. Are these niche concerns? No, obviously this is about how we structure society itself and about power struggles in it. It is obviously annyoing when big corporations use pinkwashing etc to sell more, but the same is true for climate change. I wouldn't call climate change a niche concern either, just because many corporations and individuals try to use our concern for their own benefit.
And regarding the policing: this isn't anything new. Cis-heteronormativity has existed for a few hundreds of years in western societies. As a queer trans woman I'm policed in the streets everyday by all kinds of people. If people now feel attacked when they cannot behave as misogynistic, racist, ableist, etc as before, well then this shows the slow shift of who has power in society. Many cishet men are frightened by the prospect of a more egalitarian society because that would mean losing power over people.
* I get how the author could try to speak from the perspective of a potential trump/desantis voter and would therefore frame wokeness in such a way. My point here is, however, that the author clearly argues that even for themselves the ideals behind wokeness are wrong and unimportant.