Rick Scott is in the fight of his political life and he should take a page from two of the most successful presidents of the modern eras playbooks.
First off, its the economy, stupid.
James Carvilles phrase was the heart of Bill Clintons campaign to beat George H.W. Bush in 1992. Granted, the economy wasnt as bad under Bush as Americans thought and nowhere near as bad as it would be a decade later. But Clinton presented himself as someone who could get the economy going and it worked.
Scott rode the economy to victory in 2010. Despite not being as familiar with him as they were Bill McCollum, Republican primary voters trusted Scotts record in business enough to give him the nomination. The same thing held true with voters in the general election when he beat Alex Sink despite her credentials in banking and as state CFO.
Now locked in the polls with Charlie Crist, Scott should put all his chips on the economy. Scott was helped by some good news on Friday as the state unemployment rate dropped down to 6.1 percent. Republicans should trumpet the news across the state and remind voters of where the unemployment rate stood under Crist: 5 percent higher than it is today.
Crist could respond, like he did in Wednesday nights debate, that hes not to blame for a global recession. But Scott and his supporters can claim that Floridas unemployment rate was higher than the national average under Crist and has lowered considerably. The Sunshine State has been in the vanguard of the economic recovery.
Scott and Republicans should get away from squabbling with Democrats over Crists fan and accusations of cheating. In next weeks debate, Scott should get away from saying for the millionth time that Crist is a flip-flopper and instead contrast their records on the economy.
Of course, Scott simply isnt in Clintons league when it comes to charisma and empathy but he doesnt have to be against Crist. Polls across the board show voters dont like or trust either of these candidates. Thats not going to change over the next two and a half weeks.
Scott doesnt need voters to like him. Thats simply never going to happen and his attempts to woo them with workdays and talking about his family often comes off as amateurish and flat-footed.
But Scott can find a path to victory by reminding voters that he has led Florida out of a hole and he can keep recovery going. Voters might not like Scott but they can trust him when it comes to the economy.
Supporters always praise Scotts laser-like focus on jobs and the economy. In the last two weeks, in the final debate with Crist, Scott needs that focus to return. He should get away from Fangate and the Everglades governor and get back to the economy.
Scott would also do well in the last debate by turning a trick Crist used against him. In the last debate, Crist echoed Ronald Reagans tactic against Jimmy Carter of saying there you go again. Reagan memorably closed his debate against Carter by asking Americans if they were better off now than they were four years ago.
Thats exactly the question Scott should ask over the coming two and a half weeks. For many Floridians, the answer is yes -- and that goes back to jobs. Scott is nowhere near Reagan when it comes to being an inspirational leader but the governor is often at his best when he talks about what a job can mean to people, how it betters them and lets them achieve their dreams. Unlike other efforts to make himself more likable, Scott does a good job showing his human side when he talks about his familys struggles with poverty during his childhood and how that has driven him over the years.
Polls show focusing on jobs and contrasting Scotts record on the economy with Crists can pay off. Every poll shows jobs and the economy are the most important issues for Florida voters this year.
This is a close race but, for the first time in months, Crist and his supporters think the wind is at their back. Scott and his team should go all in on jobs and the economy. That was Rick Scotts bread and butter four years ago. It should still be his chief focus.
Tallahassee political writer Jeff Henderson wrote this analysis piece exclusively for Sunshine State News.
