Many smart folks seem to think that if you just get your metaphors and messages right you'll win. That if you start describing what you favor as a 'moral value' - 'affordable health care is a moral value' etc. - then you'll appeal to red-state voters.
When I was six years old my friend was auditioning for 'Annie ' and I decided I wanted to audition with her. My mom was worried I would fall flat on my face because I'd never opened my mouth to sing so she sent me to vocal lessons. I did the audition and fell in love with the entire process of a show.