You want it to be punchy, and localized:
"This man is a convicted felon. A fraud. He defrauded *you*. He has never stopped defrauding you. I'm sorry that so many people haven't yet come to terms with that, but it is no longer hidden, and is who he is. He belongs in prison, not in the White House"
Short and punchy so I (people like me) can find a clip and just post it on all my various social media and SATURATE the general culture with the fact that he was convicted of fraud.
By a jury.
From what I've seen of the third party ad orgs (American Bridge and whatever) there's a pretty broad consensus that you're right, I don't know why the campaign itself is being reluctant on the subject.
they are all election crimes. He has 2 goals: to secure power *by any means necessary* and to *use the power to obliviate his illegal acts to obtain it.*
he was convicted of a scheme to defraud the American people in 2016.
He was charged for inciting a violent mob to *overturn* the election in 2020.
He was charged for stealing national secrets and lying about it.