Analysts believe the soft Trump supporters are what gave him the election - those that  Hillary would have exempted from her "bag of deplorables." These voters felt like choosing her was even worse than choosing Trump!

As someone who has voted Democrat many times in the past, this was a good read:
https://medium.com/@trentlapinski/dear-democrats-read-this-if-you-do-not-understand-why-trump-won-5a0cdb13c597#.11cj8cm8t