E&O: Every controllable detail does add up, but often in subtle ways. Again, think of it like campaign ads. In an attack ad, every feature of the ad is carefully chosen to enhance the viewer's negative impression of the opponent; in a positive ad, every feature is carefully chosen to enhance the viewer's positive impression of the candidate. But the effective ones play to the pre-existing biases of the people. For example, Romney will never been seen as "one of the guys"--his repeated attempts to be seen as a likable family man have failed. But people are willing to believe that he is an effective leader and businessman. Which means that if his most effective strategy is for his appearance, gestures, tone of voice, anecdotes, and word choice all to reflect a competent and commanding presence. Obama, meanwhile, is the more "likable" candidate, and so his appearance, gestures, tone of voice, anecdotes, and word choice should all be a bit softer, a bit more casual and disarming.