RHSimard, here is the dirty little secret to likeability. People simply don't trust people they do not like. It is basic psychology. That, and that alone, is why likeability is important. When Reagan spoke into the camera, he gave the feeling that he was speaking to you, personally, and cared what you thought. It can work for scoundrels as well. FDR had his fireside chats, even though they were not on TV as Joe Biden contends. Likeability matters more than you think.