After two and a half years in government there are many messages that perhaps should be communicated. Backed by an email campaign and webpage, foreshadowing the Conservative's conference, this is the message they seem to want to get out to voters. Of course it will go down well with their supporters, research shows that attacks always do (see for example the work of Stephen Ansolabehere). But surely the target of the message is the floating voter, or more likely the person who voted Conservative in 2010 but may have become disillusioned with the party (or indeed the coalition government) and may be reconsidering their choice following what was regarded as a 'spectacular' performance by Ed Miliband at Labour's Conference.
But will it work. Will it make those wavering Conservative supporters reconsider? Creating a little bit of cognitive dissonance to juxtapose the post conference euphoria? Or will it make the Conservatives seem a little desperate? Having nothing positive to say about their own record they go into attack mode. It is a question of perceptions but it could be a risky strategy for a government that have never fully won the approval of the voters.