The Primary Concession Formula: No Surrender

It is important, also, to reassure the audience that this is no deterrent, that a poor finish is not, say, the result of a crumbling operation headed by a lackadaisical candidate who has squandered considerable hype and name recognition. For example:

"The fight goes on, my friends," Fred Thompson said after finishing fourth in the Iowa caucuses.

A wise politician will retroactively lower the audience's expectations, reminding voters that at some point in the past, people voiced doubts about the campaign, and compared with back then, the campaign is doing real well.

"Nobody thought that we would even be one of the contenders in New Hampshire," former Arkansas governor Mike Huckabee said after finishing third among Republicans in New Hampshire.

Note the victories, paltry as they may be.

"I've gotten two silvers and one gold," said former Massachusetts governor Mitt Romney, attempting to blunt his second-place finishes in Iowa and New Hampshire by pointing out his first-place finish in Wyoming. (Wyoming? They voted?!)

If the candidate is resolved to stay in the race, he should remind his audience that this is just the beginning .

Giuliani: "Think of it as the kickoff."

And if the candidate is leaving the race, he should also remind his audience that this is just the beginning.

"The fights we've waged in this campaign will not end tonight," Sen. Chris Dodd said as he pulled out of the race after the Iowa caucuses.

Remember! There is no cause for bitterness, even if one has been utterly, utterly walloped.

"Look, folks, there's nothing to be sad about tonight," Sen. Joe Biden told an audience as he ended his campaign after the Iowa caucuses, in the manner of a dad trying to reassure his losing Little Leaguer. "I feel no regrets, not one single solitary ounce of regret."

Chin up. Brush away those tears. There are no losers here.