Scott Adams, the creator of the comic strip “Dilbert”, has been getting attention for his numerous blog posts praising Donald Trump’s persuasion skills.

It’s hard to argue against it. Trump has persuaded millions of Republicans to vote for him, despite never holding political office, and despite running a campaign that few political experts even took seriously ten months ago.

Trump has indisputably had more political success than most pundits expected. So, whatever your opinion of him, I think most people can agree he is very persuasive.

But is he really as good as Adams claims? I am skeptical.

Trump is good at commanding media attention. And he is good at leveraging that media attention to get what he wants.

But he also constantly makes a critical mistake: he complains about–and therefore draws additional attention to–bad press about himself.

For example, recently the New York Times published some accounts of Trump’s mistreatment of women. Trump responded by tweeting repeatedly that it was a false “hit piece”. The result was that for a time, if you went to his Twitter page, all you saw was a bunch of denials that he had done bad stuff.

Trump says bad publicity is better than no publicity. Maybe so, but good publicity is better still, and since Trump has full control of his Twitter page, he should seek to fill it with good publicity. When people come to the homepage for your brand, you do not want them to know that negative opinions about it even exist.

But Trump is so thin-skinned that he can’t help it. He has to respond to the NYT, even if it makes no sense to do so.

The irony is that even as Trump attacks the Times for “failing” because it is losing readers, he is unintentionally helping it by drawing attention to the article. How many Trump followers would have never even heard about the NYT article if he hadn’t brought it up?

Note that I am not even discussing the issue of which is more reliable: the New York Times or Trump’s tweets. That’s because in the world of persuasiveness, truth is a secondary concern. Trump has never really claimed to be 100% honest; rather, he has campaigned on his ability to sell stuff. He is now selling himself based on his ability to sell himself. It is the ultimate confidence trick.

But he is not even as good at marketing as he thinks he is. He makes plenty of PR mistakes. The only reason he has gotten as far as he has is that the other politicians are even worse at selling than he is.