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I think that Edwards knows that his weakness is his money. He is in danger of being cast as a rich man who does not understand the problems of common people, so he makes sure that he focuses on the poor and the farmers. This is a good strategy, but I think that he runs the risk of sounding like a hypocrite.
However, one of his strengths is his wife. She is strong and is able to advocate for him. In her ads she seems trustworthy, and connects with women who may be thinking of voting for him.