Darth Omar
Russian asset
Like anything in politics or business it's how you present or market your ideas.
For example, Trump's opening speech to join the race, "Mexico is sending us their murders, rapists etc." With a certain subset of whites that comment was a grand slam. Hispanics HATE him as a result and is a large reason he gets his butt kicked in national election polls by Hillary and Bernie.
Why not, for instance, argue from a position that he believes it drives down wages for American workers? That is a position that should appeal to all voters and also doesn't turn off people you need to support you.
Trump turned out to be prescient with that remark and it had much to do with how it resonated with a lot of people.
I don't think softening the rhetoric would help much if any. If Mexicans want open borders they're going to vote for people who will pander to them. Republicans sadly lack principles on that issue and the principles are non-existent amongst democrats, so conservative republicans are basically hosed on the Hispanic vote.
So might as well do like Trump and tell it like it is, if you're not going to get them anyway.