Who Will Mitt Speak To?

The primary is over. The convention in Tampa should be about swing voters

By Mike Murphy Monday, Sept. 03, 2012
    • Illustration by Zut Alors! for TIME

    (2 of 2)

    The large televised audience for Romney's acceptance speech is the campaign's opportunity to do that. Romney needs to break out of the cage of doubt that the Obama campaign's negative-ad makers have created around him. Voters need to see a multidimensional human being who instinctively feels their pain and understands the deep fear a broken economy brings to the vulnerable. Romney's speech must go beyond mere biography and paint a vivid picture of where he wants to lead the country.

    One other point: if he is smart, Romney will avoid the often powerful temptation inside the convention hall to chase the cheap applause that comes from endlessly bashing the opponent. If Romney finds himself standing at the podium merely giving a hastily repainted version of his primary stump speech, he will lose the night. The audience Romney needs to win isn't the one that will be cheering on the floor of the hall in Tampa. It is the audience that will sit listening, warily, in living rooms across America.

    Romney should remember that the case against the incumbent has mostly been made. Obama's economic failures have effectively made him the nation's second choice for President. Romney will either convince general-election voters that he should become their first choice or he will to his peril remain their third.

    Murphy is a Republican consultant

    3. 1
    4. 2
    5. Next Page