Matt Towery

I have already gone on record saying that the Romney campaign has not been mean and tough enough. The Obama crowd, which knows it is important to define an opposing candidate in a negative light before the candidate really gets to introduce himself to the public, has thrown everything but the kitchen sink at both Romney and Paul Ryan to accomplish that goal. There is now some evidence that the Romney camp and its supporters are getting more aggressive in their efforts to define President Obama.

But while they have not reached the butt-kicking Lee Atwater take-no-prisoners effort of years past, the GOP and the Romney campaign are starting to show that they can run a campaign rough enough to keep up with Obama's shady Chicago crowd.

The pick of Ryan, while perhaps not the best strategic choice, nevertheless brings a brawler into the GOP effort. Ryan has never hesitated to take the president to task, whether on talk shows or face to face in open forums.

What he does not bring is a loyal state that can be counted on in November. And he comes with the baggage of his own -- the GOP House budget that he helped craft and that, under a cursory and unfair interpretation, appears to threaten Medicare recipients and puts Florida at risk.

Enter the winning strategy.

It starts with an aggressive ad campaign in Florida that points out that Obamacare actually called for huge reductions in Medicare to help fund the president's monstrous health care initiative. That must be followed up by planting Marco Rubio, my choice for the VP nomination, firmly in Florida for the next few months, explaining that the Ryan and certainly the Romney plan would not affect anyone currently eligible and would keep the program solvent.

The second part of the strategy would be a no-holds-barred, vicious attack on the hypocrisy of President Obama and his administration. In my years of running campaigns and polling them, I have found that no ad is more effective than the so-called hypocrisy ad.

Rather than to simply use Obama's promises of an improved economy made several years ago and stating that he failed, the hypocrisy ad presents the message differently.

Matt Towery

Matt Towery is a pollster, attorney, businessman and former elected official. He served as campaign strategist for Congressional, Senate, and gubernatorial campaigns. His latest book is Newsvesting: Use News and Opinion to Grow Your Personal Wealth. Follow him on Twitter @MattTowery