Liz Mair, one of the smartest consultants out there, has some tough but valuable advice for moderate Republicans. Read the whole thing. Then commit to memory. Then act on it.

Everyone knows that Todd Akin, Christine O’Donnell and Sharron Angle were not good candidates. What a lot of people don’t seem to recognize is that their opponents, even though they looked like they would perform better based on on-paper attributes, were even worse candidates. How do I know this? They lost to Todd Akin, Christine O’Donnell and Sharron Angle. I’m serious. Think about that for a minute.

Now, I come from the more moderate end of the GOP, and cut my teeth as a blogger as an advocate for moderate Republicans. A lot of people in that part of the party will be inclined to respond to this criticism by saying, “no, they weren’t worse candidates, it’s just that the party is so extreme that more moderate/mainstream candidates can’t win over the base.”

And it pains me to say it, but this is simply not true, and I’m going to throw out several names to prove it to you: Mark Kirk. Kelly Ayotte. Carly Fiorina. Dan Coats.

Kirk, Ayotte and Coats not only beat primary opponents widely considered to be more conservative than them, they also won in the general. Fiorina (for whom I consulted—full disclosure) won decisively in the primary besting an opponent generally regarded as more conservative than her (and for the record, California Republicans are more like Kansas Republicans than New York City Republicans). While ultimately losing in blue California, Fiorina lost by a lesser margin than did gubernatorial candidate Meg Whitman. She also beat the registration gap between Democrats and Republicans.

Now, not all of these people started off running campaigns that might be described as A+ (side note: In my experience, most campaigns suffer road bumps and hiccups on a fairly phenomenal scale for the first 2-8 weeks, anyway).

However, they did not assume they would coast to a victory and they took the job of campaigning very seriously.