Ed Miliband has been accused by John Prescott of showing a severe lack of ambition and of delivering an underwhelming party conference performance.
Two Labour donors have also attacked their party leader. Lord Noon declared Labour needed to "really buck up" and poured scorn on plans for a so-called mansion tax on homes worth £2m or more.
Lord Levy, who was Tony Blair's chief fundraiser, criticised the tax proposal - part of a package to pay for extra NHS investment.
Mr Prescott said the Opposition leadership appeared to have resigned itself to not winning an overall majority at the 2015 general election and was seeking only to shore up its "core vote".
"Ed seems to be pursuing a core vote strategy of getting 31% of traditional Labour supporters with a few ex-Lib Dem voters," the former deputy prime minister wrote in the Sunday Mirror.
"He might as well have said at the end of his conference speech 'Go back to your constituencies and prepare for coalition'.
"Ed might not like looking back, but he can learn a lot from our 1997 campaign and our pledge card.
"Five polices on health, crime, jobs, education and tax that were costed, deliverable and drilled into voters on every doorstep. And at the next election we proved we delivered them.
"So come on Ed. Ditch the pollsters, the focus groups and US-style politics. Be bold, be brave and let's go all out for the win."
In his last party conference speech before the General Election, Mr Miliband set out his intention to put the NHS at the heart of the party's plan for the next 10 years.
However, speaking without notes, he left out entirely a passage on reducing the country's £75bn deficit.
Comparing David Cameron's speech "at a lectern" with the notes-free approach of Mr Miliband, Lord Prescott said the Tory leader's tax cut promise was a con.
"But as election bribes go, it's a belter," he said, adding: "The Tories may lose the next election but, by God, they're not going down without a fight."
He concluded: "Labour's approach is far too timid. I fear shadow cabinet ministers aren't delivering new policies because Ed Balls won't approve them if they involve spending commitments."
Mr Balls hit back at Lord Prescott's criticism and said: "John Prescott is a fighter. Sometimes literally."
He added: "John is clear in his article that we should learn from 1997 and I agree.
"The lesson we learned in 1997, when John and I worked together, is if you as a party come along - which happened in previous elections for us before 97 - with promises which couldn't be paid for then you get into trouble.
"Everything in 97 was costed and paid for, everything in 2015 costed and paid for, no spending requiring more borrowing.
"The people who are making unfunded commitments are now the Tories and the Liberal Democrats."
Mr Miliband continues to lag badly behind the PM in personal ratings, with 22% saying he is performing well and 68% poorly, a net score of minus 46 points. By contrast Mr Cameron's ranking is only just negative - by 45% to 49%.
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