MFP:

1. Insisting an odd and awkward candidate is the personification of conservatism puts conservatism at mortal risk.

2. Failing to honestly assess a candidate’s personal appeal leads to anger and alienation as voters reject him.

3. Do not expect people to ignore personal dislike of a candidate and judge him solely on the merit of his beliefs.

4, Fringe radio hosts should not appear often onstage with a candidate and upstage him with controversial behavior.

5. The frequent use of a parent as speaker and surrogate diminishes a candidate and perpetuates a Beta-male image.

6. Be sure any early “running mate” radiates positivity, not vindictiveness toward a candidate who humiliated her.

7. Assess the likability of all your candidate’s surrogates, or a sense of unpleasantness may shroud your campaign.

8. People like “regular guys.” Regular guys credibly laugh off personal trolling; they do not weakly take offense.

9. Don’t call yourself something. Be something.