I mean, just look at the steps:
1. Threw away the "experience" argument (the strongest card in his hand) with his VP pick.
2. Threw away the "sound fiscal policy" argument (the next strongest card in his hand) with his fecklessness on economic issues.
3. Threw away the "better Presidential gravitas" argument (the third yada yada yada) with his crummy debate performance.
Also, instead of criticizing his opponent he praised him. When Palin lit a fire under the base he reined her in.