Do Insults Work?

This week, President Trump had a back-and-forth with CNN reporter Kaitlan Collins. Unhappy with the direction of her questions, he got personal, saying, “You are the worst reporter,” and “I don’t think I’ve ever seen a smile on your face.”

Trump is no stranger to insults. Whether it’s assigning nicknames to political opponents (Pocahontas, Little Marco), attacking reporters (telling former CNN correspondent Jim Acosta, “You are a rude, terrible person”), or taking shots at celebrities like Meryl Streep, whom he called “one of the most overrated actresses in Hollywood,” Trump clearly enjoys a good jab.

The question is: is it effective?

While Trump can sometimes get away with insults because they align with his authentic personality, they’re never necessary. No one has ever said, “If only he had personally insulted so-and-so.”

Trump isn’t likely to stop throwing insults at this point in his life—but here’s why you shouldn’t follow suit:

Authenticity Matters
Politicians who have tried to mimic this style often end up losing the argument. One reason Trump can get away with it (at times) is because it’s authentic to who he is. Long before his presidential bid, he was known for saying “You’re fired” on Celebrity Apprentice. When others try to do this, it often feels forced and awkward. Authenticity is key.

Attack Policies, Not People
You can win the argument by focusing on your opponent’s policies. The more you focus on them as a person—unless there is a clear and careful case to be made about trust or character—the further you drift from explaining why their ideas aren’t good for the American people. You can be tough without being insulting.

Persuade, Don’t Just Entertain
Yes, the base may enjoy a good insult at times. And there’s no question Trump can be entertaining (even without insults). But insults tend to push away the middle. If your goal is to persuade beyond your base—and not just earn applause—leave the insults aside.

Remember: people will never wonder why you didn’t insult someone—but they may wonder why you did.