It's not merely that conservatives are better at selling their product, or that they happen to have an easier-and undoubtedly simpler-ideological product to sell. It's that they know what they are selling. Liberals in general and Obama in particular cannot say the same.
“I would like to be Maria, but there is La Callas who demands that I carry myself with her dignity.”
“By asking the question 'Am I happy?,' and via the answer setting out what I mean by happiness, there is a political route that can be taken, by asking another question - 'Can politics deliver happiness, and should it try?'”