He has to satisfy those individuals that want to connect with the president on an emotional level. Kerry has made an intellectual connection with the voters. These voters want a "warm fuzzy" that the president can be trusted to lead the country. They do not have the time or inclination to study the issues, so they do a "gut check" on the personality of the candidates. Here is where alot of people agree Kerry has not closed the deal. He should make this connection during the closing argument of the last debate.
Attack the trust issue voters have with all politicians. The Bush campaign is taking advantage of the voting publics skeptisim about politicians. The unspoken gut level belief that all politicans lie, and that is must be "OK because they all do it" is a cancer on the political discourse. For Bush there is no way he can refute the corruption charges, he has nothing to lose from attacking in this manner. Kerry has to overcome that gut level reaction while simultaneously refuting his opponents claims is a difficult task. Again this is an emotional reaction on the part of the electorate.
"Liberal" - The manipulation of this word has to be stopped. Forcefully, he must explain, lucidly, how the right wing has invested time (many years) and money (many millions) to create a chimera/illusion/straw man/characture in which to beat up democratic opponents. Explain how Bush constantly uses a word to infer meaning when he cannot make a specific charge. Claiming that Kerry is the most Liberal member of the Senate, which is wrong on so many levels, is an empty attack. He is not really attacking Kerry's poosition he is attack the MEME of "Liberal" which is a concept implanted throughout the nations conciuosness by the right wing. Everytime Bush uses the word "Liberal" Kerry should ask the viewers "what is bush attacking, me or some idea that Bush has about democrats. Frankly, all democrats should start attacking this concept now. A chorus of voice asking what is my opponent saying when he calls me a Liberal should start removing this MEME from the countries conciousness immediately.
The new line "You can run but you can't hide" should be easy to turn around.
The attempt by washington times to claim that Bush has passed kerry's "Global Test" likewise should be easy to stop.
Well these are my first thoughts on the subject.