Trump and his supporters (me included) must get it in their head that the majority of people in this country are more moved by style than substance. They do not like Trump’s lack of manners, nor his personal attacks (including me). Most are so extremely superficial that if one tries to explain the good things Trump is doing, they tune you out because they are emotionally and strongly predisposed to close their ears.
This makes defending Trump almost impossible.
It is Trump’s hard headed fault and it is up to him to tell the truth politely, to refrain from insults and name calling. And repetition, repetition, repetition!
It will take time, but it can work to change his numbers.
For a lot of people it comes down to likability. Fortunately for Trump he was running against people that weren’t that likable like Cruz and Hillary. It also always come down to comparative choices.
So how did he win?
We shouldn't be complacent. Trump needs to win over people who did not vote for him the first time around--his margins in several states were very narrow and the Democrats have been honing their voter fraud techniques (as we saw in Orange Co., California).