Zacs - // Because he talks in populist soundbites which, unfortunately, a lot of Americans can relate to and unquestioningly believe. Americans feel (or felt) politically disenfranchised by politicians who represented the elite. Trump speaks like a man of the people, whilst living a life of luxury. It’s a clever trick and one which an awful lot of Americans can’t see past. //
I think that is essentially the essence of Trump's appeal.
The huge majority of voters, in the 'middle' bit of the US are not sophisticated political animals. The appeal of someone who speaks in simple sentences and appeals to what they want and need is assured, and Trump exploited that massively.
His shortcomings are overlooked in favour of his crowd-pleasing rhetoric about 'making America great again … ' even though America has not been 'great' in the living memory of anyone who voted for him.