"Why did Reagan, whose speech seemed very much in the spirit of Goldwater’s campaign, create such a sensation? How did he succeed where Goldwater failed?
The simplest explanation, and a favorite of the critics who later dubbed Reagan the “Teflon president,” is that he was just a better messenger than Goldwater. His familiar image — good looks, a smooth delivery, a honeyed voice and appeals to emotion — no doubt counted for a lot. Reagan could keep your attention reading from the phone book.
But he would not have been so successful for so long with appeals to emotion alone. “A Time for Choosing” reveals a coherent political philosophy that differed in subtle ways from the main current of conservatism, blended with great skill and art in Reagan’s rhetoric."
http://www.washingtonpost.com/opinions/why-ronald-reagans-a-time-for-choosing-endures-after-all-this-time/2014/10/23/d833c49e-587a-11e4-bd61-346aee66ba29_story.html?hpid=z3
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