[C. Edmund Wright]

...not to mention criticizing other Republicans (Trump and Cruz) over their tone and so on......

He’s trying to Mitt McCain his way to the nomination. Not gonna work this cycle.

[arthurus]

The best campaigning ever done in a Republican presidential election was that of Ronald Reagan. Why can't these guys take pointers from that? Now some of that can't be duplicated, like the timbre of Reagan's voice but much of the rest can.
Good humor.
No apologies.
Humorous where appropriate.
No trashing of Republican opponents at all.
Always looking forward to a better day.
Little if any trashing of the Democrat opponent.
Never backtrack and stand solidly for conservative principles. Landslide elections follow.