Are you talking about "mass appeal" in re a candidate?
Two issues, first that a conservative has to have more than a Democrat going on in order to get elected in a state where many have state jobs.
Second issue is the candidate as you kind of said needs to be likable. Especially a conservative needs to be appealing to get elected in California.
IMO had Ronald Reagan not been before a movie star, he would probably never been elected to office with just his politics.
People knowing you, or liking you gives the candidate on a conservative side a chance at getting elected.
IMO McClintock has near zero likability and that has been his greatest problem in the state as I see it.
He doesn't know what he's talking about because he just called him a "Savage" after denying having ever calling McClintock anything derogatory. That can cause one to end up in pergatory for bein so danged negatory!!!