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Four years ago, Mitt Romney used his appearance at CPAC 鈥� the big, annual Conservative Political Action Conference here in Washington 鈥� to drop out of the presidential race. Then, he was the conservative alternative to the eventual nominee, John McCain. And when Mr. Romney made his announcement, the crowd groaned with disappointment.

How things have changed. In 2012, Romney is seen as the moderate in the presidential race. And his address at CPAC on Friday is his chance to create enthusiasm for his campaign among the conservative base.

Since Mr. Romney鈥檚 stunning loss in three, albeit non-binding, contests on Tuesday, the political universe has been buzzing with advice: Project a 鈥渧ision.鈥� Stop reciting the lyrics to 鈥�America the Beautiful鈥� 鈥� we get it, you鈥檙e patriotic. Explain how you would change Washington in moral terms, don鈥檛 treat it a management problem.

The list goes on and on. But the problem is real: Romney on the stump can utterly fail to inspire. At times he succeeds.

Republican strategist Whit Ayres, who polled for the campaign of Jon Huntsman Jr. and is now unaligned, points to Romney鈥檚 remarks after winning the New Hampshire primary as his best speech yet. Riffing on the theme of a future that is 鈥渂righter and better than these troubled times,鈥� Romney stood up for free enterprise 鈥� a bow to his background in the private sector 鈥� and rejected 鈥渢he bitter politics of envy.鈥�

鈥淢ake no mistake, in this campaign, I will offer the American ideals of economic freedom a clear and unapologetic defense,鈥� Romney said. 鈥淥ur campaign is about more than replacing a president; it is about saving the soul of America.鈥�

The Romney campaign has promised the candidate will get more specific about his proposals as the campaign goes on. And expectations are high that he will use his CPAC speech to lay the rhetorical groundwork for the next phase of the campaign.

鈥淗e has to do no harm,鈥� says Republican strategist Matt Mackowiak.

That suggests playing it safe, which in fact may be a bit risky. Rick Santorum, who beat Romney on Tuesday in Missouri, Minnesota, and Colorado, has the buzz. Romney does not.

鈥淲hat can he say that would really get people鈥檚 attention? Apologize for Romneycare," says Mr. Mackowiak, referring to the health-care reform that Romney implemented as governor of Massachusetts and which was the model for President Obama鈥檚 reform. 鈥淗e can鈥檛 do that, of course. He wrote a book called 鈥楴o Apology.鈥� He鈥檚 been accused of being a flip-flopper. But if he wants to allay concerns that he鈥檚 not a moderate sheep in conservative wolf鈥檚 clothing, that would be it.鈥�

Saul Anuzis, former Michigan GOP chairman and a Romney supporter, suggests more stylistic changes to Romney鈥檚 approach on Friday rather than any eyebrow-raising policy pronouncements. Romney has spoken to CPAC before, and therefore understands the audience, he says.

鈥淧eople here are looking for his passion, his convictions,鈥� says Mr. Anuzis. 鈥淗e has to speak from the heart and let people know what he believes in. There is a lot of concern about the fact that Mitt Romney is not a movement conservative.聽聽But he shares the values of the people who are here, and I think he just has to articulate that and let people know that he鈥檚 sincere and committed to upholding those values.鈥�

Ethan Hollenberger, a student at Marquette University in Milwaukee, voted for Romney in the CPAC straw poll, because of Romney's executive experience, though he鈥檚 not certain of whom to support in the primaries.

So what can Romney say on Friday that will make Mr. Hollenberger feel more comfortable with him?

鈥淧eople want to hear him say that Romneycare failed,鈥� he says. 鈥淗e doesn鈥檛 have to apologize, he can just say that it hasn鈥檛 worked. He should also talk about social issues. No one disagrees with him on fiscal issues.鈥�

Among the most committed conservatives at CPAC, Romney faces a steep climb in his speech on Friday. Jamie Radtke, a tea party leader from Virginia who鈥檚 running for the Senate, thinks long and hard before answering a question on what Romney can say that would reassure her.

鈥淚 don鈥檛 know what Mitt Romney can do to win over this crowd,鈥� Ms. Radtke says. 鈥淲hen it鈥檚 one conservative versus Mitt Romney, the conservative seems to win pretty handily. I guess he needs a more focused message. A 50-page economic proposal doesn鈥檛 cut it.鈥�

The results of the CPAC straw poll will be announced on Saturday, and it鈥檚 anybody鈥檚 guess who will win. Last year, Ron Paul won, with a heavy contingent of supporters in attendance. This year, Congressman Paul isn鈥檛 even attending CPAC, choosing instead to campaign in Maine. His son, Sen. Rand Paul (R) of Kentucky, addressed the conference on Thursday.

This isn鈥檛 Romney鈥檚 crowd 鈥� very few attendees are sporting Romney stickers 鈥� and it鈥檚 conceivable he could come in last. If he does, that would be embarrassing. In his ideal world, he will do well enough among CPAC-ers 鈥� his best friends four years ago, after all 鈥� that the conference doesn鈥檛 add to the perception problem that Minnesota, Colorado, and Missouri have already given him.