It's not the speeches you make, it's how you campaign. Remember, you ARE the message.
From
Politico:
But the contrast that may lift Perry and undermine Bachmann in their high stakes battle for Iowa had less to do with what they said than how they said it — and what they did before and after speaking.
Perry arrived early, as did former Pennsylvania Sen. Rick Santorum. The Texas governor let a media throng grow and dissolve before working his way across the room to sit at table after table, shake hand after hand, pose for photographs and listen politely to a windy Abraham Lincoln impersonator, paying respect to a state that expects candidates, no matter their fame, to be accessible.
But Bachmann campaigned like a celebrity. And the event highlighted the brittle, presidential-style cocoon that has become her campaign’s signature: a routine of late entries, unexplained absences, quick exits, sharp-elbowed handlers with matching lapel pins, and pre-selected questioners.
More at
Politico.