[Retric]

Trump and Clinton are basically still at the primary stage where people have actual choices. You can expect a push to center fairly soon. They don't want to give voters issue whiplash so they generally transition though to more centrist message.

Ideally candidates want to avoid alienating their base, but they also can't pick up more voters by pandering to them. So, everyone tries to appeal to independents and not energize their opponents base. The other strategy to to fight dirty which tends to suppress voter turnout, but that can easily backfire in a presidential election.

This also often results in coded language. Which lets you target messages to people that care about an issue without generally annoying other people.