I want to give you another soundbite example that reporters love. And this one is solid as a rock. What I'm talking about analogies, reporters love analogies because they're trying to make an idea more understandable to their readers, viewers, listeners, more memorable and more relatable and more visual. So when you provide an analogy, just makes it easier for everyone to see it, face it to taste it, touch it. It all comes together quite nicely. So anytime you can use an analogy, it dramatically increases your odds of getting quoted.