The “deplorables” thing is kind of amazing. The message was “you guys are wrong, only like a third of Republicans are all the things you say—committed racists et c.—and the rest are normal, reasonable people we should try to reach and serve” but was delivered the kind of way a couple policy wonks and campaign strategists sitting and looking at hard polling and behavioral data might talk, such that it was disastrous. “Some of you write them all off, but [looks at meta-study] only about a third of them are committed to principles and ideals that might, fairly, be called ‘evil’ or ‘disgusting’ or what have you”.

A lesson in how shitty delivery can deliver exactly the opposite of the literal message you’re conveying.