How not to express yourself

Matthew Parris quite rightly commented in today's Times that Cameron should be a little less angry in his speech. I could not agree more. Intelligent policies should be expressed intelligently.

We should all by now have noticed the difference between listening to and reading a Gordon Brown speech. Much the same as a Tony Blair speech. Fine in tone, and you can often be forgiven for believing you had heard something brilliant. Or at least something that could be mistaken as great crowd pleasing rhetoric.

But read the same speech, and all you find is a sequence of non sequiturs. No argument - just assertion interspersed with insult.

So what is Cameron doing?? Not for the first time - he did the same in his Spring Conference Speech - he ends with the tone of a school rugger captain trying to rally the First XV at half-time. Short of arranging a rally in Sheffield and shouting, "Well, alright!!", could it be more embarrassing?

A cry of "lets get at them" may be good at the meeting - but has Cameron not forgotten the true audience of every speech? Every word he says before television, the audience is the entire British electorate.

In short, he must always present a tight, logical and coherent argument for why the viewer should vote Tory. Something that can withstand the sneers of Brown, Balls and the other blustering bullies. Something that always addresses the basic charge against the Tories - that they are going to cut for the sake of ideology and not because the nearly bankrupt must cut costs.

So, please, if he does has policies - explain what and why to the public as a whole. Your party workers will do their job without the captain's half-time talk.