Since the guy is from my home state, I feel almost compelled to comment. Meh. He was elected in an open race. He lives in a district neighboring three TV markets with voters fairly distributed throughout the district. This means opposition candidates tend to be known in one market but not all three. The district covers around a quarter of each television market, and that makes TV advertising very difficult and more expensive. He will tickle the ears of the Milwaukee talkers, but he won't do so near to the degree that Scott Walker does. Demographics and redistricting made it a fairly easy district for him. This is why for example I have difficulty seeing how people impute charisma to him. I haven't seen a whole lot of evidence of him ever persuading anyone. Republicans haven't valued an ability to woe independents since at least Bush the Elder, so they are likely being idiosyncratic in their definition of charismatic. I think his selection was more about rallying the troops, and I would imagine the troops will be satisfied with the pick.
People will try to play his district as liberal, but Mark Neumann preceded him. Neumann is considered the most conservative candidate in the WI Senate race. He has lost statewide office bids several times. Draw your own conclusions.