Maybe, just maybe they actually need to coherently communicate conservative/ constitutional principles. This can only be done by a candidate who believes in those principles, think Ted Cruz.
In other words, dump Karl Rove and the establishment and become a truly alternative party. Thad Cochran outspent his Tea Party opponent, and barely squeaked out a win. How much $$$ was wasted there? Personally I will not give a dime to the GOP until they get their act together, nor will I vote for them against Hillary if they serve up another McCain/Romney type. I'll stay home.
To win, Republican candidates have to effectively defend themselves. For instance, they have to be able to address Democratic charges that the GOP has conducted a “war on women.”
I would say they need to get off defense and go on offense. They have plenty to work with.
But that’s just me.