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Winning the primaries and caucuses means appealing to party activists, especially the unions, who hate free trade and want bigger health-care benefits.
But the new House members also have little truck with the other time-tested technique of persuasion, appealing to party loyalty.
Cruz is taking a behind-the-scenes approach to stopping Trump, appealing to party insiders to try to sway delegates.
Letcher, as he did for much of the campaign, responded by appealing to party loyalty; Breckinridge would misrepresent the district, he claimed, "because he is a Democrat".
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But Clegg's efforts to persuade his party of the virtues of coalition compromise in his keynote speech were dealt a blow when conference delegates, appealing to the party's long liberal traditions, spurned the front bench and voted overwhelmingly on Tuesday to reject the coalition's plans for secret courts.
Each faces a primary that requires appealing to the party base.
WHY are unreconstructed reformers appealing to a party leader in the first place?
His strategy will be seen as high risk by some of his backbenchers, who are increasingly worried that Ukip is appealing to the party's traditional working class base.
By appealing to the party faithful's anti-war sentiments and especially their fury at President Bush, Mr Dean has won the "invisible primary", the contest for money, momentum and endorsements.
The protest was set off by a leaked audio recording of a closed-door meeting by Mr. Gyurcsany appealing to his party after the election to change its ways.
Will he, with one eye on Boris, go further to the right, appealing to the party on Europe, taxes, crime and immigration – giving himself a pretty easy time in Brum?
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com