What David Cameron must do to win (properly this time)

Almost exactly five years ago, the Conservatives fired the starting gun for a general election — and shot themselves in the foot. ‘We can’t go on like this,’ said the poster, next to a picture of an airbrushed David Cameron. ‘I’ll cut the deficit, not the NHS.’ What on earth did it mean? No one seemed sure. As early as January 2010, it was horribly clear: here was a muddled party, preparing to fight an election campaign with a muddled message. Little wonder it ended in a muddled election result.

This time, it should be different. The Tories have a professional, Lynton Crosby, running their campaign. He should be able to point out the basics: a clear message is required, and it needs to be repeated. He is unlikely to be fooled by the received wisdom that this year’s general election will belong to the small parties. Labour and the Tories still have about two thirds of the vote, according to today’s polls, just as they did at the general election.