1. Trump knows people are basically irrational.
2. Knowing that people are irrational, Trump aims to appeal on an emotional level.
3. By running on emotion, facts don’t matter.
4. If facts don’t matter, you can’t really be “wrong.”
5. With fewer facts in play, it’s easier to bend reality.
6. To bend reality, Trump is a master of identity politics — and identity is the strongest persuader.
“If you understand persuasion, Trump is pitch-perfect most of the time. He ignores unnecessary rational thought and objective data and incessantly hammers on what matters (emotions).”
If you swap "people" for "Trump supporters" I could agree with Adams. I didn't think there were that many irrational voters in the GOP, but I was wrong. Trump is still going to lose by a land slide in Nov.