That’s the thesis behind author Mark Edward Taylor’s new Amazon Kindle e-book, Charisma: Why Obama Will Beat Romney.
“Romney’s campaign is branding him as a kind of missionary CEO who has been called to revive the economy,” explains Taylor. “But Romney personally doesn’t have the charisma to play the part. He’s too wooden, too seemingly artificial.” Taylor adds, “Romney doesn’t even come across as believing fully in himself.”
Taylor claims that Obama has a “poor economic record,” but argues that in spite of this, the Democratic president has the advantage of residual brand appeal from 2008.
“All Obama has to do is revive enough of his charismatic brand appeal with swing voters in the days leading up to the election,” says Taylor. “If he does that successfully, just about everything else that happens between now and November will be irrelevant.”
Taylor says that Romney’s only chance for victory is to overcome his uninspiring rhetorical style.
“He’s got to stop stammering, speak more slowly and confidently, proclaim more regally what he actually believes, and imagine himself as president rather than someone’s kindly uncle who gets embarrassed when he says anything bad about anyone.”