The first approach is to appear to be all-inclusive. The title of their manifesto was "Invitation to join the government of Britain". Here's a quick snippet from the introduction:
"Britain will change for the better when we all elect to take part, to take responsibility – if we all come together. Collective strength will overpower our problems"
Both George Osborne and David Cameron have also oft repeated the phrase "We are all in this together".
Now that is fair enough. I think the approach of collective strength and recognising that we need breadth of experience and ideas to sort the problems out is a good one in principle. However contrast this with the scaremongering rhetoric from them in the last few days. Here is what Cameron said yesterday:
"Any other outcome (than a Conservative overall majority), any other vote, could lead to a sort of stagnation, to a sort of haggling and a bickering amongst politicians and we won't get done what so badly needs to be done in our country. If we end up with a hung parliament, the world is going to look at us and say 'How are you going to sort out your problems?' We need decisive action to sort out those problems and that is what a Conservative government would bring."
Every Conservative spokesperson has been out there making the same point. So what are they actually saying? Is it the inclusive message that recognises we are all in this together and reaches out across the political spectrum? Or is it that we absolutely must only allow the Conservatives to have all the power, otherwise it will be devastating for the country?
I don't think these two positions are compatible with each other.