Former Senator and presidential candidate Rick Santorum has a new book out about Blue Collar Conservatives. He covers lots of ground in the book, but I found his comments about political messaging relevant, especially in this election year.

In his book and on my radio program he pointed out how Americans perceived the two presidential candidates in 2012. Those who voted for a candidate because he “cared more” about people like them chose President Obama over Governor Romney by a margin of 63 percent. Rick Santorum concludes: “Even if you win the argument on political philosophy, leadership, and managerial competence, it’s hard to win an election when most voters don’t think you care about them.”

At a time when there was so much discussion about the 99 percent versus the 1 percent, this perception wasn’t helpful. As some critics said, Mitt Romney often reminded people of the man who fired their father or closed their business.

But there wasn’t just a problem with the messenger. Rick Santorum argues there was also a problem with the message. The message of tax cutters from John F. Kennedy to Ronald Reagan was that “a rising tide lifts all boats.” While that might have been an effective message in previous decades, it doesn’t seem to resonate today.

Rick Santorum acknowledges that the tide may be rising, “but many boats have holes of various sizes—for example, a lack of skills or experience, an unstable family, or no high school degree. They are sinking or are stuck on a sand bar.” The solution is not raising more taxes and squeezing American families even more. He says we should be renewing the pursuit of happiness and work at raising hope instead of taxes.

He also rejects the idea of focusing just on the “middle class.” We shouldn’t be talking about social and economic classes. And the term is almost meaningless in light of the demographics on America. He merely chooses to talk about working Americans.

During this campaign season, candidates and voters can learn a great deal from Rick Santorum’s book.