More than half of voters have doubts about 'slick' Cameron

Poll puts Tories 11 points ahead as leader makes pitch to Labour supporters

David Cameron is struggling to ease voters' concerns that there is a hidden side to him and his party, a poll for
The Independent on Sunday reveals today.

With an election looming, 56 per cent of people believe the Tory leader is a "slick salesman, but I worry about what he is like underneath", the ComRes survey found. Thirty-six per cent disagree with this.

Mr Cameron, in a webcameron broadcast yesterday, took the step of appealing to Labour voters to have an "open mind" at the election, even if they have never voted Tory before.

His plea underscored fears in the Conservative leadership that doubts remain among the public about the party's plans for government, despite expectations that the Tories will win the election.

Today's poll puts the Conservatives on 40 per cent, 11 points clear of Labour. The last ComRes survey for The Independent showed a seven-point gap. The Liberal Democrats are up two points, on 21 per cent.

Outside the South-east, those who are concerned about another side to Mr Cameron outnumber those who are not concerned by a factor of two to one. The poll also reveals that 50 per cent of people believe Gordon Brown has a "warm, human side".

Seven out of 10 voters believe the outcome of the election, expected on 6 May, will be close.

In an attempt to broaden his party's appeal after a negative reaction to Tory plans for spending cuts, Mr Cameron said: "The hopes you had with Labour – that Britain would become a stronger, fairer society – those hopes don't just die because Labour haven't achieved them. They're alive with us in the modern Conservative Party.

"So, please, have an open mind at the next election. Even if you've never voted Conservative before, think about voting for us this time... We're winning the argument on the economy and on building a fairer society. So come and join us."

The plea mirrors that made by Tony Blair to Tory voters in 1997.

In his weekly podcast yesterday, the Prime Minister stepped up pressure on banks to curb bonuses, due this week, after reports that awards have increased by 40 per cent.

Mr Brown also made clear that the UK is close to agreement on a new tax in the form of a global bank levy – either a financial transaction tax or an annual insurance fee, favoured by the United States.

Mr Brown said: "I'm sure you share my anger with some of the banks... it is only fair that those who contributed to the recession and have now benefited from taxpayers' support give something to society in return."

In a separate development, Labour failed to rule out plans for a 10 per cent tax on estates to pay for free social care for the elderly.

Claims yesterday that the polling company Ipsos Mori was canvasing voters with the plan were seized on by the Conservatives. The Tories warned last week that Labour was planning a £20,000 "death tax" to pay for free social care.

Philip Hammond, shadow Treasury spokesman, said: "Labour must come clean on their plans... This is yet another Labour tax on aspiration and Middle Britain."

News
The Banksy image in Folkestone before it was vandalised
people
Life and Style
tech

Sales of the tablet are set to fall again, say analysts

Sport
Louis van Gaal at the Hawthorns prior to Manchester United's game against West Brom
football

Follow the latest updates from the Monday night Premier League fixture

News
i100
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Arts and Entertainment
Bloom Time: Mira Sorvino
tvMira Sorvino on leaving movie roles for 'The Intruders'
News
Brian Harvey turned up at Downing Street today demanding to speak to the Prime Minister
news

Met Police confirm there was a 'minor disturbance' and that no-one was arrested

Arts and Entertainment
George Lucas poses with a group of Star Wars-inspired Disney characters at Disney's Hollywood Studios in 2010
films

George Lucas criticises the major Hollywood film studios

Voices
Chris Grayling, Justice Secretary: 'There are pressures which we are facing but there is not a crisis'
voices

Does Chris Grayling realise what a vague concept he is dealing with?

Life and Style
A street vendor in Mexico City sells Dorilocos, which are topped with carrot, jimaca, cucumber, peanuts, pork rinds, spices and hot sauce
food + drink

Trend which requires crisps, a fork and a strong stomach is sweeping Mexico's streets

News
Blackpool is expected to become one of the first places to introduce the Government’s controversial new Public Space Protection Orders (PSPOs)
news

Concerns raised phenomenon is threatening resort's image as a family destination

Life and Style
gaming

I Am Bread could actually be a challenging and nuanced title

Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Year 5 Teacher

£80 - £140 per day: Randstad Education Leeds: Year 5 Teacher KS2 teaching job...

Software Developer

£35000 - £45000 Per Annum Pensions Scheme After 6 Months: Clearwater People So...

Systems Analyst / Business Analyst - Central London

£35000 - £37000 per annum + Benefits: Ashdown Group: Systems Analyst / Busines...

Senior Change Engineer (Network, Cisco, Juniper) £30k

£30000 - £35000 per annum + Benefits: Ampersand Consulting LLP: Senior Change ...

Day In a Page

Oscar Pistorius sentencing: The athlete's wealth and notoriety have provoked a long overdue debate on South African prisons

'They poured water on, then electrified me...'

If Oscar Pistorius is sent to jail, his experience will not be that of other inmates
James Wharton: The former Guard now fighting discrimination against gay soldiers

The former Guard now fighting discrimination against gay soldiers

Life after the Army has brought new battles for the LGBT activist James Wharton
Ebola in the US: Panic over the virus threatens to infect President Obama's midterms

Panic over Ebola threatens to infect the midterms

Just one person has died, yet November's elections may be affected by what Republicans call 'Obama's Katrina', says Rupert Cornwell
Premier League coaches join the RSC to swap the tricks of their trades

Darling, you were fabulous! But offside...

Premier League coaches are joining the RSC to learn acting skills, and in turn they will teach its actors to play football. Nick Clark finds out why
How to dress with authority: Kirsty Wark and Camila Batmanghelidjh discuss the changing role of fashion in women's workwear

How to dress with authority

Kirsty Wark and Camila Batmanghelidjh discuss the changing role of fashion in women's workwear
New book on Joy Division's Ian Curtis sheds new light on the life of the late singer

New book on Ian Curtis sheds fresh light on the life of the late singer

'Joy Division were making art... Ian was for real' says author Jon Savage
Sean Harris: A rare interview with British acting's secret weapon

Sean Harris: A rare interview with British acting's secret weapon

The Bafta-winner talks Hollywood, being branded a psycho, and how Barbra Streisand is his true inspiration
Tim Minchin, interview: The musician, comedian and world's favourite ginger is on scorching form

Tim Minchin interview

For a no-holds-barred comedian who is scathing about woolly thinking and oppressive religiosity, he is surprisingly gentle in person
Boris Johnson's boozing won't win the puritan vote

Boris's boozing won't win the puritan vote

Many of us Brits still disapprove of conspicuous consumption – it's the way we were raised, says DJ Taylor
Ash frontman Tim Wheeler reveals how he came to terms with his father's dementia

Tim Wheeler: Alzheimer's, memories and my dad

Wheeler's dad suffered from Alzheimer's for three years. When he died, there was only one way the Ash frontman knew how to respond: with a heartfelt solo album
Hugh Bonneville & Peter James: 'Peter loves his classic cars; I've always pootled along fine with a Mini Metro. I think I lack his panache'

How We Met: Hugh Bonneville & Peter James

'Peter loves his classic cars; I've always pootled along fine with a Mini Metro. I think I lack his panache'
Bill Granger recipes: Our chef's heavenly crab dishes don't need hours of preparation

Bill Granger's heavenly crab recipes

Scared off by the strain of shelling a crab? Let a fishmonger do the hard work so you can focus on getting the flavours right
Radamel Falcao: How faith and love drive the Colombian to glory

Radamel Falcao: How faith and love drive the Colombian to glory

After a remarkable conversion from reckless defender to prolific striker, Monaco's ace says he wants to make his loan deal at Old Trafford permanent
Terry Venables: Premier League managers must not be allowed to dictate who plays and who does not play for England

Terry Venables column

Premier League managers must not be allowed to dictate who plays and who does not play for England
The Inside Word: Brendan Rodgers looks to the future while Roy Hodgson is ghost of seasons past

Michael Calvin's Inside Word

Brendan Rodgers looks to the future while Roy Hodgson is ghost of seasons past