Ah, but you’re mistaken. All things considered otherwise equal the “likeable factor” has a lot to do with winning election.
Very little. Dumpy ol' office drone Gingrich was the spokesman for the 94 Conservative revolution. Not very "likeable", certainly not charismatic or camera-ready. Yet he was able to strike the match which loosed a grassroots grass-fire.
Geo. Bush certainly wasn't "likeable", and his stuttering deliveries are infamous. Yet he was able to deliver an election running hard to the right...
Conservatives, unlike liberals, tend to be well informed, and look at records to make their decisions. I know that stuns many here, but that is precisely why likeable RINOs get nowhere, even though they preach to the right during their campaigns.