Conservatives instinctively ground all of their ideas and policies in time-tested philosophies of man and of government. Most successful Republican candidates also paint a picture of what they can do and how their ideas are better than their opponents. This is why people evoke the memory of Ronald Reagan so often; because he is the last Republican candidate for president to conduct his campaign explicitly and consistently within this framework.
During the presidential campaign, Romney did talk about what he could do and what he would do as president, but he never presented his ideas and policies in the context of conservative principles. Nor did he paint a picture of how his ideas and policies would work better than what Obama has done and will do.
Secondly, he almost never drew a conclusion about how his ideas and policies would make a difference in voters' lives. Much the same as a carpenter needs to take a punch and set the nail into the wood so it will sink below the surface, a speaker must set his point in granite by drawing a conclusion that matters to the listeners and to their lives and connects with them clearly and explicitly on an emotional level.
For example, Romney repeatedly promised that he would repeal ObamaCare, but he did not say WHY he would do so. He did not talk about what is wrong with what Obama and the Democrats did when they passed the bill, nor did he explain how the voters' lives would be better with ObamaCare repealed.
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