It doesn’t work because he’s out there in the lion’s den every day being relatable to people. They don’t see a boogie man. They don’t hear hateful divisive rhetoric. They mostly hear common sense. So much so that the media won’t report on his campaign and speeches.
Anyway at this point Trump just needs to use Clinton’s line: It’s the economy, stupid.
There’s plenty of hateful divisive rhetoric, but it’s of people his fans hate, and want to see divided from society.