But when it comes to Bush’s message, even allies are starting to question his effectiveness. But they pinpoint something about Bush himself, and the way he communicates, more so than what is in his platform.

The problem for Bush is that he’s “speaking to people’s minds and Trump is speaking to their gut,” said Russell Moore, the president of the Southern Baptist Convention’s Ethics and Religious Liberty Commission.

“Trump is a vehicle for the expression of anger, and so in that sense, very similar to the Pat Buchanan crusade or Ross Perot in ’92, but with the additional element of some kind of hypermasculinity as the driving force,” Moore told me. “There’s this caricatured picture of the alpha male, unleashed ego, bragging on himself and on his wealth, sexually predatory.”

In a recent conversation with Bush, Moore recommended a book to him called “The Righteous Mind: Why Good People are Divided by Politics and Religion,” by Jonathan Haidt, a social psychologist at New York University.

Haidt argues that most people make judgments and choices based on intuition and emotion, and use reason to justify their decision, rather than the other way around. He quotes Scottish philosopher David Hume, who said, “It is in vain to expect, that any logic, which speaks not to the affections, will ever engage him to embrace sounder principles.”