Life is becoming very confusing for Tory MPs in their attempt to sell the Tory message or “policy pyramid”
MPs and candidates were left baffled after being told at a private meeting to campaign on a combination of one slogan, three promises and six pledges.
Oliver Letwin, the party’s policy chief, told MPs at the gathering on Tuesday night to think of a policy pyramid when talking to voters. The top of the pyramid has the slogan: “We can’t go on like this. Vote for change.”
Senior Tory MPs, including frontbenchers, said that Mr Letwin had “over-intellectualised” the main message, which should have been simpler. Two said that they would “make it up on the doorstep”, while several felt the lack of a specific reduction target for immigration was damaging.
Shadow ministers have admitted that if there was a Tory victory it would not come with the same enthusiasm that Tony Blair enjoyed.
They have got that right.
Having been “over-intellectualised”, we will all wake up on 7 May with a headache.