Don’t look now, but compassionate conservatism is making a comeback. Observers thought it was dead and buried after the Bush administration. But now, after watching the electoral failure of Romney/Ryan conservatism, the GOP appears to be retreating to the old Bush 2000 playbook. The electorate is getting browner, and women, at least in North Carolina, still compose about 54% of registered voters. If the GOP wants to be electorally successful, they’re going to have to couch their policies in language of compassion, and their candidates are going to have to showcase not only their knowledge of the budget, but their understanding of what the average person is going through in today’s economy.

Ultimately, a person’s record, experience, and knowledge of the issues is secondary. Above all, voters want someone who is empathetic, who can “feel their pain.” A perception of an individual as cold and uncaring isn’t going to be electorally helpful. The most notorious example of this is Mitt Romney’s 47% remarks. Voters saw in Romney a cold businessman who couldn’t relate to the average person.

And that brings us to Thom Tillis. For two terms now he’s led the North Carolina House of Representatives, which isn’t exactly perceived as compassionate. Before that, he had a long career in business at IBM. And Tillis’s message for Senate is this: I’ve spent the last 4 years in Raleigh cleaning up Kay Hagan’s mess, now I need to go to Washington to clean up Hagan’s mess. Successful people in business have a go-fix-it mentality. They’ll do whatever helps the bottom line, even though there might be some pain in the process.

It’s perhaps this mentality which lends to businessmen not having the strongest electoral record. Voters don’t hire the person with the strongest resume or the most experience, but the person who can make a connection with them. That means arguing for policies based on how it will improve their lives. Unfortunately for Tillis and other Republicans, this is the Democrats’ turf. And Kay Hagan has a natural advantage with this. Why? Because she’s a woman. For some reason, women are perceived as more genuine and more empathetic. They have an easier time connecting with voters and winning their trust. That’s why in national politics you rarely see an incumbent woman being beaten by a male challenger.

What’s the solution? Well, Tillis probably can’t out-compassion Hagan. But he can at least become conversationally proficient in its language. That means less figures, less statistics, and more personal anecdotes. Fortunately, Tillis wasn’t born into privilege and has a story to tell. His dad had a blue-collar job and the family moved around a lot. At one point Tillis was in the Air Force, but had to quit because of an injury. At 20 years old, he was married and living in a trailer park in Tennessee. Despite having only a high school diploma, he worked his way into a successful career in information technology, ultimately receiving his college degree at age 37. This is in sharp contrast to Mitt Romney’s story.

And it’s in sharp contrast to Kay Hagan’s story. She came from a wealthy family, her uncle was actually Governor of Florida, she got a law degree and later became an attorney and banker. She and her husband are worth somewhere between $10 million and $40 million, making her one of the richest members of the Senate. But ultimately, one’s biography doesn’t matter, being able to connect with voters does.

So how can Tillis connect with voters? First, defend the record of the General Assembly in compassionate language. That might be hard to do, but it must be done. Always pivot back to Hagan’s Obamacare support and how all these people lost their plans, and how they’re hurting because of her deciding vote for that bill. Next, have yourself filmed driving around in a car and speaking to the camera for a campaign ad. Susan Tillis, seen as her husband’s best surrogate, should also make an appearance. Campaign ads with children, especially daughters, are effective. Tillis has a daughter; use her. Maybe have Daughter and Son talk about how they would always make a mess around the house growing up and how their dad would always have to clean up after them, and how he’ll clean up after Kay Hagan’s mess too, or some other crap.

Tillis’s campaign knows this, of course. They’re going to have to make their candidate out to be more than just a moderate businessman; they’re going to have to make him a compassionate conservative. We’ll see if they’re successful in doing so.

John Wynne

John Wynne is the “conservative voice” at PoliticsNC, where he also provides polling analysis and commentary on legislative campaigns. When not writing about politics, he enjoys gardening and listening to opera. Contact: johncwynne@gmail.com.