His secret is the whole 'down the pub' persona. Farage's 'I like a pint and a fag' brand is better than anything else on offer - and certainly more fun. Nothing celebrates 'I'll do what I like' than smoking a cigarette. It's a faux libertarianism that works well for Ukip and invites parallels with the Tea Party in the US. Ordinary voters won't spot that, of course. What they'll recognise and value is an authentic personal brand.
Ed Miliband looks like a man who's taken a crash course in interpersonal communication without making it his own. The Labour leader is betrayed by two signature gestures which just about sum up his style. One is the 'point without a point'. The other is the 'head jab'. Together, they embody a man who looks so pressured it's obvious he's still not ready for prime-time.
We all write it, a simple phrase that echoes a desire to remain connected to people who are personally or professionally important to us. Throughout most of our lives it may not mean much, but as people get older and potentially their number of contacts diminishes, keeping in touch takes on a whole new meaning.