The Republicans need to learn how to communicate our message better. The basic Republican ideas of freedom, hope and opportunity resonate with the majority of voters, but we get so stuck talking about facts and figures, statistics, etc. that we forget people absorb everything in a minute or two and then tune out.
We need to do what the Democrats do and talk to the HEART of the people. Great conservative statesman Tom McClintock does it best: he brings everything down to the average family of four. "This will cost the average family of four $1,200". He doesn't talk mega-numbers (such as a $3.7 billion tax increase) which doesn't mean much to anyone. But if YOUR taxes are going to be raised $117 every paycheck, you stand up and take notice.
Anyway, it's communication communication communication. We're right on the issues and principles, we have to learn to communicate them better to appeal to more people who would agree if we just learned how to talk.