Plus: An apology on behalf of the pundits, the press, the pollsters, the politicians and the parties for calling this election utterly, totally and completely wrong.
There is no point in any party piling up votes in its safer seats – assuming that voters vital to it, such as younger people in Labour’s case, turn out in large numbers in any event.
As we write, the Conservatives are still set for a win on Thursday, but there is risk of further slippage – unless key voters can be persuaded that Corbyn will crash the car.
What will count most on election day is not so much how many votes are cast for each party, but how those votes are distributed across all constituencies.
May has a campaign for the country. She must complement it, as best she can, with one for you and your family.
None the less, a fall in the Conservative poll lead is not unhelpful to Downing Street and CCHQ at this stage of the campaign.
Plus: May needs Johnson. My election predictions. Strange selection decisions. And: why I decided not to put my name forward for the seat in which I grew up.
The more likely Tory voters see headline figures like these, the less likely they are to turn out to vote.
If the Government thinks that we cannot have our Brexit cake and eat it, Ministers must be careful not to let expectations get out of hand.
Achieving the right Brexit deal is the key. This would be a good deal easier if everyone agreed what the right deal looked like.
My new poll of over 12,000 voters reveals the messages that resonated and the concerns that helped to decide the referendum.
Plus: Leadsom does well. Cameron runs away. No normal person I know is voting Remain. And: for LBC, world affairs. For the BBC, bedwetting.
“The Brits would be happier outside. But we don’t want them to leave.”
I can refute the charge of deliberate herding from my own experience.
May’s view had no impact on the polls. It was only later after the Conservative manifesto was published that our poll numbers begun to deteriorate.