. >>> roger simon is here to talk about the elusive candidate characteristic that every campaign covetsw do you fake likability? >> it's the old joke, candidate says people want sincerity, i can fake that. it's supposed be impossible to fake likability but candidates have to show that they care about us it's the gateway issue. if you don't -- if people don't like you, they won't listen to you, it doesn't mat war your economic plan is, it doesn't matter what your jobs program is or your afghanistan policies is, if every time you kcome on the v set a person wants to throw his shoe at you. they've got to believe that at some level you're a human being. politicians get separated from human being qualities. >> there is campaign, president obama, mitt romney, mitt romney does seem to many critics more awkward than president obama. but they are relatively opaque in terms of really knowing what's go on in their heart and soul. >> well, they are. and they both try to keep as much distance as they can from the press, which is not always possible. but you know, the most effective line i think that