He was able to communicate that vision and make other people want to be a part of it
Electoral politics is all about communication. And it doesn't necessarily have to be a top down process. Actually, it would be much better if the folks running for offices other than the Presidency were the ones communicating a positive message for once. And better still if individual conservatives were able to consistently articulate a positive conservative vision.
FR is an interesting microcosm of how conservatives communicate their message to the world at large. Stand back for a moment and just read any political thread. If you weren't already a member of the conservative choir, would you want to buy what we're selling?