NEW YORK — One Republican campaign ad describes the "buyer's remorse" some voters feel about President Barack Obama. Another ad features a woman saying she had supported Obama because "he spoke so beautifully," but he's failed to deliver on his promises. Still another ad woos Obama supporters with a direct but gentle prod: "It's OK to make a change."

Come on in, the water's fine. That's the message from Republicans as they try to persuade voters who supported Obama in 2008, many of them women, to switch to Republican candidate Mitt Romney this time.

Nearly all of the $100 million Romney and his allies have spent on TV ads in general election battleground states has been aimed at a single audience: swing voters who say they like Obama personally but are disappointed in his job performance. To reach those voters, Republicans have adopted a political soft sell: Coax them to consider Romney without criticizing the choice they made four years ago.