Sir Keir Starmer’s decision to make a deeply personal attack on Nigel Farage is a major own goal. It’s a tactic that will backfire on the Prime Minister, as it will only serve to galvanise support for the Reform UK leader.

Labour is in deep trouble now. Sir Keir singled out Farage as his public enemy number one as he kicked off his party conference speech in Liverpool. He repeatedly and pointedly hit out at his political rival, claiming the Clacton MP doesn't love Britain and wants to see the country fail in order to continue his march to Downing Street. It came after branding the Right-wing party’s plan to deport migrants "racist".

Sir Keir’s tirade prompted an unprecedented live video response from Farage, accusing the Prime Minister of inciting violence against Reform.

British politics just got uglier.

Let’s just remind ourselves that this extraordinary slanging match comes three and a half years before the next general election is expected.

Aside from his beef with Reform UK, Sir Keir’s big showpiece speech was largely forgettable.

The biggest cheer of the day was for the tireless Hillsborough campaigner Margaret Aspinall, who introduced the Labour leader.

What followed was a classic 50-minute Starmer warble.

There was an announcement on apprenticeships and university places, but that was about it in terms of policy.

It was so dull that there wasn’t even a protester to liven things up.

Not only was Sir Keir overshadowed by Farage, he was outshone by Health Secretary Wes Streeting, who whipped up the party faithful into a frenzy in the other major speech of the day.

With his premiership on the rocks, Sir Keir will leave Merseyside relatively pleased that he has steadied the Labour Party ship after a tumultuous few weeks.

But his attempt to take on Farage by using the R-word is a high-risk strategy and one that could damage his standing further.