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One of the first rules of selling: Do not criticise your competitors, get your own message across.
The traditional Tory voters are not hearing from the party what they want to hear about policy. It's okay marching the party to the centre ground, but if you don't take your supporters with you, then victory will be very difficult to acheive.
This country has had 13 years of lies and spin and spending well beyond our means, yet still the Conservative Party is unable to come up with a campaign message stronger than, well, what is it? I don't know. Oh yes, it the big issue, erm no, the big country, erm no, well, something big anyway.
In my opinion the Tories really need to get a forceful, positive message out there, else they will lose this election.