If we understand politics as wrestling, or entertainment then this is the truth:
Whoever is the most entertaining will win.
Boring people don’t win votes. Boring people are not memorable.
Love him or hate him, Trump is the most entertaining
Entrainment: anything which holds (tenere) your attention. As long as Trump is dominating the headlines and social media, he will win.
Nobody (really) cares for morals, ethics, or virtues
Another mistake:
Do not appeal to the virtues of people. Rather, appeal to their own personal interests.