Trump, an apt communicator?

On Wednesday night I watched Donald Trump’s speech (see attached below) and wondered what would a psychologist specialized in recruiting sales people or other executives in communications think of his delivery and what he should have done differently to make people feel better on the eve of the holiday season? Isn’t politics the apex of the art of selling? 

My sense is that any psychology professional would say Trump’s speech was overly angry, aggressive, combative and defensive, which might have energized his MAGA faithfuls, but couldn’t uplift or reassure a majority of Americans near Christmas. To make people feel better, he would have needed to soften his tone, emphasize some shared values, smile (what a concept!) and deliver more emotionally positive messaging. 

Instead he framed his first 11 months as fixing a “mess” and blamed Democrats, Biden, and immigrants for his poor economic results. He stubbornly defended tariffs, and falsely claimed progress on affordability. His speech was hurried, harsh and reacting to his sinking polls instead of seeking warmth and unity. He wasn’t able to build rapport and establish emotional connection and trust. He couldn’t bring up any benefits and shared wins, but could only focus on blame. 

There was no empathy or inspiration in his diatribe. His body language also betrayed his reluctance to having to speak and show he hurried his speech. He missed the opportunity positive vibes offered by the Holidays, and instead chose to alienate an audience who craved reassurance and optimism. 

Oh, I almost forgot, Trump peppered his speech with lies and huge exaggerations, plus he as a “businessman” showed his ignorance of math, a 300 to 600% reduction in drug costs? Just 100% reduction would make them free and 600% would force the pharmacist to hand the patient the drug and five times its original value in cash. Wow! 

From a communication psychology standpoint, Trump’s missed the opportunity to inspire comfort and optimism. Lacking the most basic selling skills he spoiled a great opportunity and instead dug a bigger hole for himself and his party.