Jeb 2.0: Bush relaunches campaign with e-book, tour

Before you go, we thought you'd like these...
Before you go close icon
The "Jeb Can Fix It" Tour Probably Won't Fix His Campaign

Republican Jeb Bush launched a campaign reboot on Monday after weeks of negative headlines to present himself as a can-do conservative who will fight what he called a "new age of cynicism" that has seeped into the 2016 presidential race.

Bush's bid for a political comeback began in Tampa, Florida, with a speech marking the start of a "Jeb Can Fix It Tour." At the same time, he released an e-book that reveals a more personal side to a candidate who has struggled on the public stage.

SEE ALSO: Here's what the rebelling Republican candidates are demanding after the CNBC debate fiasco

His dismal performance at a Republican presidential candidates' debate last week in Colorado was an added burden to a candidate once considered the favorite for the nomination to represent the party in the November 2016 election. Now, Bush suffers drooping opinion poll numbers and fund-raising.

In his speech, Bush attempted to resurrect his image as a joyful warrior, presenting himself as a positive force who implemented conservative policies as two-term governor of Florida from 1999-2007.

Jeb Bush's 2016 campaign:

26 PHOTOS
Jeb Bush on the campaign trail
See Gallery
Jeb 2.0: Bush relaunches campaign with e-book, tour
Republican presidential candidate former Florida Gov. Jeb Bush speaks during a town hall meeting at The Music Man Square, Monday, Sept. 21, 2015, in Mason City, Iowa. (AP Photo/Charlie Neibergall)
Republican presidential candidate former Florida Gov. Jeb Bush speaks during a town hall meeting at The Music Man Square, Monday, Sept. 21, 2015, in Mason City, Iowa. (AP Photo/Charlie Neibergall)
GREENVILLE, SC - SEPTEMBER 18: Former Florida Governor and republican presidential candidate Jeb Bush speaks to voters at the Heritage Action Presidential Candidate Forum September 18, 2015 in Greenville, South Carolina. Eleven republican candidates each had twenty five minutes to talk to voters Friday at the Bons Secours Wellness arena in the upstate of South Carolina. (Photo by Sean Rayford/Getty Images)
Republican presidential candidate and former Florida Governor Jeb Bush speaks to a crowd of football fans during a tailgate party before an NCAA college football game between Georgia and South Carolina Saturday, Sept. 19, 2015, in Athens., Ga. (AP Photo/John Bazemore)
FILE - In this Sept. 3, 2015, file photo, Republican presidential candidate former Florida Gov. Jeb Bush speaks to employees at Foss Manufacturing during campaign stop in Hampton. N.H. Bush wanted to run for president as a joyful front-runner, above the fray of the pack. Instead, he heads into the fall campaign as a fighter with a foil: Donald Trump. "I believe that a conservative can win, campaigning with his arms wide open, with joy in his heart, speaking about the hopes and aspirations of the people, being on the side of the people that right now donât see their lives in the future being better than what they have today," Bush said in New Hampshire late last week. (AP Photo/Jim Cole, File)
MIAMI, FL - JUNE 15: Former Florida Governor Jeb Bush waves on stage as he announces his candidacy for the Republican presidential nomination during an event at Miami-Dade College - Kendall Campus on June 15 , 2015 in Miami, Florida. Bush joins a list of Republican candidates to announce their plans on running against the Democrats for the White House. (Photo by Joe Raedle/Getty Images)
Republican presidential candidate, former Florida Gov. Jeb Bush, poses for a selfie with a student during a town hall at La Progresiva Presbyterian School, Tuesday, Sept. 1, 2015, in Miami. (AP Photo/Lynne Sladky)
MIAMI, FL - SEPTEMBER 01: Republican presidential candidate and former Florida Gov. Jeb Bush speaks during a town hall style meeting at La Progresiva Presbyterian School on September 1, 2015 in Miami, Florida. Jeb continues to campaign for the Republican nomination. (Photo by Joe Raedle/Getty Images)
Republican presidential candidate, former Florida Gov. Jeb Bush, right, talks with students in a third grade class as teacher Judy Elder, left, looks on before a town hall at La Progresiva Presbyterian School, Tuesday, Sept. 1, 2015, in Miami. (AP Photo/Lynne Sladky)
Republican presidential candidate, former Florida Gov. Jeb Bush, speaks at the Defending the American Dream summit hosted by Americans for Prosperity, Friday, Aug. 21, 2015, at the Greater Columbus Convention Center in Columbus, Ohio. (AP Photo/Paul Vernon)
Republican presidential candidate, former Florida Gov. Jeb Bush speaks during a town hall meeting on Monday, Aug. 17, 2015, in Columbia, S.C. (AP Photo/Rainier Ehrhardt)
DES MOINES, IA - AUGUST 14: Republican presidential hopeful and former Florida Gov. Jeb Bush (C) talks with members of the media as U.S. Sen. Chuck Grassley (L) (R-IA) and U.S. Sen. Joni Ernst (R) (R-IA) look on during the Iowa State Fair on August 14, 2015 in Des Moines, Iowa. Presidential candidates are addressing attendees at the Iowa State Fair on the Des Moines Register Presidential Soapbox stage. The State Fair runs through August 23. (Photo by Justin Sullivan/Getty Images)
Republican presidential candidate, former Florida Gov. Jeb Bush, throws a baseball on the midway during a visit to the Iowa State Fair, Friday, Aug. 14, 2015, in Des Moines, Iowa. (AP Photo/Charlie Neibergall)
FILE - In this Aug. 14, 2015, file photo, Republican presidential candidate, former Florida Gov. Jeb Bush, talks with Dana Wanken, right, as he works the grill in the Iowa Pork Producers tent during a visit to the Iowa State Fair in Des Moines, Iowa. Scott Walker is counting steps on his FitBit. Bush swears by a paleo diet. Bobby Jindal is a self-proclaimed "gym rat." With long travel days and a fresh slab of cherry pie never far away, the campaign trail is a notoriously unhealthy place to live. (AP Photo/Charlie Neibergall, File)
DES MOINES, IA - AUGUST 14: Republican presidential hopeful and former Florida Gov. Jeb Bush (R) and Iowa Gov. Terry Branstad eat a pork chop on a stick at the Iowa Pork Tent during the Iowa State Fair on August 14, 2015 in Des Moines, Iowa. Presidential candidates are addressing attendees at the Iowa State Fair on the Des Moines Register Presidential Soapbox stage. The State Fair runs through August 23. (Photo by Justin Sullivan/Getty Images)
Republican presidential candidate, former Florida Gov. Jeb Bush, holds up two lobsters during a campaign stop at Brown's Lobster Pound in Seabrook, N.H., Friday, Aug. 7, 2015. At right is owner Bruce Brown. (AP Photo/Charles Krupa)
Republican presidential candidates from left, Marco Rubio, Jeb Bush and Ben Carson talk during a break during the first Republican presidential debate at the Quicken Loans Arena Thursday, Aug. 6, 2015, in Cleveland. (AP Photo/Andrew Harnik)
Republican presidential candidate former Florida Gov. Jeb Bush addresses guests during a town hall style gathering in Gorham, N.H., Thursday, July 23, 2015. (AP Photo/Charles Krupa)
Republican presidential candidate former Florida Gov. Jeb Bush speaks at the Maverick PAC conference Friday, July 17, 2015, in Las Vegas. (AP Photo/John Locher)
AMHERST, NH - JULY 4: Republican Presidential candidate Jeb Bush greets supporters at the 4th of July Parade on July 4, 2015 in Amherst, New Hampshire. Bush is a front-runner in the polls for the 2016 presidential race with 14 other republican candidates. (Photo by Kayana Szymczak/Getty Images)
Republican presidential candidate former Florida Gov. Jeb Bush, left, has a selfie taken with a supporter while participating in the Fourth of July Parade festivities in Amherst, N.H.,,Saturday, July 4, 2015. (AP Photo/Cheryl Senter)
Former Florida Gov. Jeb Bush signs autographs from the window of a food truck after he formally announced that he would join the race for president with a speech at Miami Dade College, Monday, June 15, 2015, in Miami. (AP Photo/Wilfredo Lee)
Republican presidential candidate, former Florida Gov. Jeb Bush waits backstage as he is introduced before speaking at the Road to Majority 2015 convention in Washington, Friday, June 19, 2015. (AP Photo/Pablo Martinez Monsivais)
Former Florida Gov. Jeb Bush waves to the crowd as he formally joins the race for president with a speech at Miami Dade College, Monday, June 15, 2015, in Miami. (AP Photo/David Goldman)
Republican presidential candidate, former Florida Gov. Jeb Bush, speaks at the Florida State University Conference Center in Tallahassee, Fla., Monday, July 20, 2015. (AP Photo/Mark Wallheiser)
of
SEE ALL
BACK TO SLIDE
SHOW CAPTION +
HIDE CAPTION

"I will do everything in my power to win this race," he said. "But there are some things I am not willing to do: I will not compromise my principles. I will not trade in an optimistic outlook to put on the cloak of an angry agitator."

Without mentioning by name the two Republican front-runners, non-politicians Donald Trump and Ben Carson, Bush sought to raise doubts about entrusting the reins of government to "someone who has never demonstrated the capacity to implement conservative ideas."

"And you can't just tell Congress, 'You're fired,' and go to a commercial break," Bush said, referring to Trump's signature line from his appearances on NBC's reality TV show, "The Apprentice."

Bush said, "The choice we face is whether to summon the courage to give rise to an era of new possibility or to indulge this new age of cynicism."

He also appeared to acknowledge that he lacks the style of some of his competitors, saying he has resisted a lot of advice lately on how to present himself.

"Some advice is more strategic. 'Nail that zinger.' 'Hide your inner wonk'," he said. "One, I can't be someone I'm not. And two, getting things done isn't about yelling into a camera."

He will take the message to South Carolina and then on a three-day bus tour of New Hampshire.

The tour coincides with the release of a 730-page e-book, entitled "Reply All." It is a compilation of many of the email exchanges he had with Floridians while governor.

The emails cover everything from his drive for tax cuts and education reform in Florida to immigration, his fluency in Spanish and dealing with hurricanes.

Beyond the work issues, there was plenty of the comical, such as when a 9-year-old girl wrote to tell him she did not like her piano lessons because "my teacher smells of dead alligators." She wanted to know if Jeb and brother George had taken piano while growing up.

"Yes, I had piano lessons," Bush emailed her. "It was tough and I didn't enjoy it. In fact, I wasn't that good at it. But you know what? It gave me discipline which helped me as an adult."

(Reporting by Steve Holland; Editing by Eric Walsh and Jonathan Oatis)

More from AOL.com:
Carly Fiorina slams 'The View': 'I am tired of being insulted by Liberal feminists'
Republican Bush says rival Rubio has 'given up'
Trump releases plan aimed at improving veterans' care

RELATED: 2016 candidates taking selfies

28 PHOTOS
2016 candidates taking selfies
See Gallery
Jeb 2.0: Bush relaunches campaign with e-book, tour
Former Maryland Gov. Martin O'Malley, left, takes a selfie with Harrison Adamec, 5, and his dad Shaun, of Framingham, Mass., during a campaign stop at Goldenrod Drive-in Restaurant, Sunday, May 31, 2015, in Manchester, N.H. O'Malley entered the Democratic presidential race on Saturday in a longshot challenge to Hillary Rodham Clinton for the 2016 nomination, casting himself as a new generation leader who would rebuild the economy and reform Wall Street. (AP Photo/Mary Schwalm)
Republican presidential candidate, former Florida Gov. Jeb Bush, takes a selfie following a meet and greet event in Council Bluffs, Iowa, Tuesday, July 14, 2015. (AP Photo/Nati Harnik)
OAKLAND, CA - AUGUST 10: Independent presidential candidate U.S. Sen. Bernie Sanders (I-VT) takes a selfie with a nurse from the National Nurse United during a 'Brunch with Bernie' campaign rally at the National Nurses United offices on August 10, 2015 in Oakland, California. The National Nurses United members announced their endorsement for independent presedential candidate Sen. Bernie Sanders during a campaign stop before he heads to Los Angeles for a campaign rally in Los Angeles at the Memorial Sports Arena. (Photo by Justin Sullivan/Getty Images)
EDISON, NJ - AUGUST 30: A golf fan takes a 'selfie' with presidential candidate Donald Trump during the final round of The Barclays at Plainfield Country Club on August 30, 2015 in Edison, New Jersey. (Photo by Ross Kinnaird/Getty Images)
Democratic presidential candidate Hillary Rodham Clinton poses for a selfie with supporters during a campaign event, Friday, July 3, 2015, in Hanover, N.H. (AP Photo/Elise Amendola)
Scott Walker, governor of Wisconsin and 2016 Republican presidential candidate, right, takes a selfie photograph with an attendee during the Iowa State Fair in Des Moines, Iowa, U.S., on Monday, Aug. 17, 2015. Like most every other candidate in the historically crowded field, the Wisconsin governor's standing in state and national polls has been hurt by the summer surge of billionaire Donald Trump, the party's front-runner. Photographer: Daniel Acker/Bloomberg via Getty Images
ANAHEIM, CA - SEPTEMBER 09: Physician Tamara Hoover (C) takes a selfie with Republican presidential candidate Ben Carson cheer during a campaign rally at the Anaheim Convention Center September 9, 2015 in Anaheim, California. Carson's poll numbers have surged nationally and in the early voting state of Iowa following his performance in the first Republican debate on August 6 to the point where he now trails only frontrunner Donald Trump. (Photo by Kevork Djansezian/Getty Images)
Senator Bernie Sanders, an Independent from Vermont and 2016 U.S. presidential candidate, left, takes a 'selfie' photograph with an attendee during a town hall meeting in Davenport, Iowa, U.S., on Thursday, May 28, 2015. Sanders formally joined the 2016 Democratic presidential race this week, hoping to start 'a political revolution to transform our country economically, politically, socially and environmentally.' Photographer: Daniel Acker/Bloomberg via Getty Images
Ben Carson, 2016 Republican presidential candidate, stands for a selfie photograph with an attendee following a service at Maple Street Missionary Baptist Church in Des Moines, Iowa, U.S., on Sunday, Aug. 16, 2015. Carson will be speaking at the Iowa State Fair, which is expected to host 18 presidential candidates and runs until Aug. 23. Photographer: Daniel Acker/Bloomberg via Getty Images
DES MOINES, IA - APRIL 15: Democratic presidential hopeful and former Secretary of State Hillary Clinton (R) stops to take a selfie after meeting with members of the Iowa State legislature at the Iowa State Capital on April 15, 2015 in Des Moines, Iowa. Hillary Clinton continues to campaign throughout Iowa as she makes her second bid for President of the United States. (Photo by Justin Sullivan/Getty Images)
DES MOINES, IA - AUGUST 13: Democratic presidential hopeful and former Maryland Gov. Martin O'Malley (C) takes a selfie in front of the Butter Cow with his children Grace (L) and William (R) during the Iowa State Fair on August 13, 2015 in Des Moines, Iowa. Presidential candidates are addressing attendees at the Iowa State Fair on the Des Moines Register Soapbox stage. The State Fair runs through August 23. (Photo by Justin Sullivan/Getty Images)
Democratic presidential candidate, former Maryland Gov. Martin O'Malley takes a selfie after a meet and greet Sunday, Aug. 23, 2015, in Muscatine, Iowa. (AP Photo/Paul Sancya)
FILE - In this Aug. 26, 2015, file photo, Eden Blackman, 13, from Mobile, Ala., left, takes a selfie with Republican presidential candidate, former Florida Gov. Jeb Bush, after he spoke at the Pensacola Bay Center in Pensacola, Fla. Bush wanted to run for president as a joyful front-runner, above the fray of the pack. Instead, he heads into the fall campaign as a fighter with a foil: Donald Trump. "I believe that a conservative can win, campaigning with his arms wide open, with joy in his heart, speaking about the hopes and aspirations of the people, being on the side of the people that right now don’t see their lives in the future being better than what they have today," Bush said in New Hampshire late last week. (AP Photo/Mark Wallheiser, File)
Presidential contender Donald Trump, right, poses for a selfie with Jonathan Lynch, during the second day of the Women's British Open golf championship on the Turnberry golf course in Turnberry, Scotland, Friday, July 31, 2015. (AP Photo/Scott Heppell)
NASHVILLE, TN - AUGUST 29: Republican presidential candidate Donald Trump poses for a photo with a woman speaks at the National Federation of Republican Assemblies (NFRA) Presidential Preference Convention at Rocketown on August 29, 2015 in Nashville, Tennessee. GOP front runner Donald Trump leads most polls in the race. (Photo by Jason Davis/Getty Images)
Donald Trump, president and chief executive of Trump Organization Inc. and 2016 Republican presidential candidate, stands for a selfie photograph after speaking during a rally at Grand River Center in Dubuque, Iowa, U.S., on Tuesday, Aug. 25, 2015. President Barack Obama's top business ambassador dismissed Trump's call for a wall along the Mexico border, saying the U.S. is focused instead on expanding business with one of its biggest trade partners. Photographer: Daniel Acker/Bloomberg via Getty Images
Ben Carson, 2016 Republican presidential candidate, center, is seen on the screen of a smartphone as he poses for a 'selfie' photograph with two attendees while touring the Iowa State Fair in Des Moines, Iowa, U.S., on Sunday, Aug. 16, 2015. In a Sunday interview with Fox News, Carson doubled down on his assertion that a speech given by President Barack Obama intended to sell the American public on his nuclear deal with Iran contained 'coded innuendos employing standard anti-Semitic themes.' Photographer: Daniel Acker/Bloomberg via Getty Images
DENVER, CO - AUGUST 4: Hillary Clinton takes a selfie with a supporter after delivering her speech on August 4, 2015 at La Rumba. Clinton, one of the presidential candidates trying to gain support for the Democratic nomination, held her first campaign event outside of early primary states in Colorado. (Photo By Brent Lewis/The Denver Post via Getty Images)
Republican presidential candidate Sen. Ted Cruz, R-Texas, poses for a selfie taken by a members of the audience after speaking during the Road to Majority 2015 convention at the Omni Shoreham Hotel in Washington, Thursday, June 18, 2015. (AP Photo/Andrew Harnik)
New Jersey Gov. Chris Christie, left, has a selfie taken with a member of the audience during a speaking engagement ahead of this afternoon's convening of the Georgia Republican Convention Friday, May 15, 2015, in Athens, Ga. In addition to Christie, Georgia Republicans will hear from fellow White House hopefuls Florida Sen. Marco Rubio and Texas Sen. Ted Cruz as the party gathers for its annual convention. (AP Photo/David Goldman)
SPARTANBURG, SC - APRIL 3: Senator and GOP presidential candidate Ted Cruz takes a selfie with supporters following a town hall meeting at the Beacon Drive-in restaurant on April 3, 2015 in Spartanburg, South Carolina. The Beacon Drive-in, traditionally a popular venue for campaigning politicians, was Cruz's 2nd stop of the day in South Carolina. (Photo by Richard Ellis/Getty Images)
MIAMI, FL - SEPTEMBER 01: Republican presidential hopeful and former Florida Gov. Jeb Bush takes a selfie photo with a student as he attends a town hall style meeting at La Progresiva Presbyterian School on September 1, 2015 in Miami, Florida. Jeb continues to campaign for the Republican nomination. (Photo by Joe Raedle/Getty Images)
DES MOINES, IA - AUGUST 14: Republican presidential hopeful and former Florida Gov. Jeb Bush (C) takes a selfie with fairgoers at the Iowa Pork Tent during the Iowa State Fair on August 14, 2015 in Des Moines, Iowa. Presidential candidates are addressing attendees at the Iowa State Fair on the Des Moines Register Presidential Soapbox stage. The State Fair runs through August 23. (Photo by Justin Sullivan/Getty Images)
LEXINGTON, SC - JUNE 15: GOP presidential candidate, U.S. Sen. Rand Paul (R-KY) has a selfie taken with a supporter at the VFW Hall on June 15, 2015 in Lexington, South Carolina. Paul took questions and spoke against government intrusion into the lives of citizens. (Photo by Richard Ellis/Getty Images)
LAS VEGAS, NV - JULY 14: Photographer Victor 'The SnakeMannn' Wolder (L) takes a photo with Wisconsin Gov. Scott Walker at Red Rock Harley-Davidson on July 14, 2015 in Las Vegas, Nevada. Walker launched his campaign on Monday, joining 14 other Republican candidates for the 2016 presidential race. (Photo by Ethan Miller/Getty Images)
FLORISSANT, MO - JUNE 23: Democratic presidential candidate and former U.S. Secretary of State Hillary Clinton (R) takes a selfie with kids during a visit to a youth summer camp before speaking to supporters on June 23, 2015 at Christ the King United Church of Christ in Florissant, Missouri. Clinton's visit to the St. Louis suburb neighboring Ferguson, Missouri focused on racial issues. (Photo by Whitney Curtis/Getty Images)
Donald Trump, president and chief executive officer of Trump Organization Inc. and 2016 Republican presidential candidate, takes a selfie photograph with guests after an interview on Bloomberg Television's 'With All Due Respect' in the lobby of the Trump Tower in New York, U.S., on Wednesday, Aug. 26, 2015. Trump said that he agrees the carried interest tax 'loophole' should be eliminated and that it is 'tremendous burden' on country's finances. Photographer: Michael Nagle/Bloomberg via Getty Images
of
SEE ALL
BACK TO SLIDE
SHOW CAPTION +
HIDE CAPTION

Read Full Story

Sign up for Breaking News by AOL to get the latest breaking news alerts and updates delivered straight to your inbox.

Subscribe to our other newsletters

Emails may offer personalized content or ads. Learn more. You may unsubscribe any time.

From Our Partners