I disagree with the author that conservatism is about free trade and how one carries themselves
To me, conservatism is about small government. Low taxes and small spending, with the government interfering as little as possible. They also defend changes to the constitution and fundamental American values
I feel like conservatives have made a mistake by pandering to evangelicals who only care about same sex marriage and abortion, which run contrary to the message of a government who leaves you alone as much as possible
The main sticking points liberals seem to have with republicans are those two battles, which frankly, are not likely to be won by conservatives. However if you ask the average republican why they support the party, they usually bring up taxes and economical issues. I think if the Republican Party moved more towards libertarianism, they would win every time