Stunned was our reaction after Mitt Romney delivered his address at the NRA Convention on Friday. This should have been a landmark point for his 2012 campaign. Instead Mitt’s speech was lethargic and lacked passion. It was instructional in what the Romney camp believes is required to win the election in November.

The NRA traditionally provides strong support for the conservative side of US Politics. It’s platform has been an excellent rallying point for voters seeking to ride themselves of the Democrat donkey. It was all set up for Mitt Romney to deliver a keynote address.

Yet he failed to impress. The reaction from the attending crowd was polite and strangely muted. There was no endless cheering and whistling , no hallelujah moment. It seemed Mr Romney was more intent on talking to the folks watching on CNN or Fox News. The audience were smart enough to realise this and reacted accordingly. Romney was clearly pitching to moderates.

Sure, all and sundry agree, President Obama has to go. Yet there are some seriously worrying signs at play. Like it or not the US economy is starting to show better signs of life. This will give Obama some vitally needed “oxygen” for his campaign start. He will be a very hard opponent to beat regardless of the poor government record. The ability to rouse those who stood in the freezing cold on inauguration day 2008 will be a key for Obama’s re-election.

Mitt Romney will have to do better than simply say the NRA is a great organisation and that he supports gun ownership. Someone quipped to me at the convention that Romney was a “reed” politician meaning he bent the way of the prevailing political wind. Due to the election year, Romney is now pro guns due to the political capital the NRA brings to any Republican candidate.

His speech gave scant regard to gun ownership. Instead he used the stage to counter outside issues such as the nonsensical and downright offensive claim that Ann Romney hadn't worked a day in her life. That’s all fine and well, but the NRA folks wanted to hear a better speech.

Another media colleague made an important point that they were fed up with seeing a counter candidate being voted for simply because the other guy was bad, instead of actually wanting to vote for the candidate.

Many don't like Romney, but they cant stand Obama so they’ll vote for Romney regardless. The key one feels in this election is the importance of state by state. On a local level this will significantly influence voter trends. If the Republicans can win a number of swing states, then Obama is finished. As stated previously the Obama organisers are smart at getting numbers up and about. The fear of losing office is an excellent motivator, as to is the warm fuzzy glow of the historic inauguration day. The sky blue car bumper stickers of “Obama 2012” are starting to spring up everywhere as the election cycle kicks in to top gear.

Mitt Romney has to appeal to his Republican heartland to gain victory. As Herman Cain told us a couple of weeks ago, people in the party feel a little jaded after a tough primary season.

The other interesting thing at play during Friday’s NRA speech session was the appearance of former candidates Rick Santorum, Rick Perry and Newt Gingrich. The toll of the primaries was evident.

Santorum was clearly deflated as he spoke. He’s had a tough few weeks. Gingrich spoke well, but needed to call it quits as his race was going nowhere. Rick Perry spoke of the “what ifs”. Not even a year has passed since the Ames Straw Poll when Rick Perry was the man. But he made gaffe after gaffe and lost his mantle to Mitt Romney.

Thus said, Romney has plenty of time to shore up support.  It’s clear anything can happen over the next few months. Higher gas prices, another scandal ie: secret service in Columbia, the Supreme Court’s ruling on healthcare. Factors which can influence voters.

The bottom line for Mitt Romney is to ensure he makes it clear he is the man for the American people and not just a another guy to replace a bad president. George W Bush had the ability to connect with mainstream America. Romney struggles. Maybe a couple of plane trips in coach class, or a visit to a gas station, supermarket shopping in Walmart will help Mitt Romney understand everyday America who feel abandoned by special interests groups, false promises, rhetoric and the lack of a strong economy.

Mitt Romney in St Louis for the

2012 National Rifle Association Convention