Now that you've helped your colleague client customer get sound bites written down. It's too much to just make the job of now let's do a TV interview and memorize everything and get it all out perfectly. So what I do now is I tell people, we're going to do a practice interview. And it's going to be a telephone interview. That means you get to cheat. Look at your cheat sheet, look at a piece of paper that has your and ideally one sheet of paper, three message points, half a dozen sound bites underneath each one.

So I do a practice interview with them. I'm still capturing it on video because I want them to see and hear how everything is coming across. But I tell them, don't worry about smile. icontact gestures just stare at your sheet of paper. And in fact, while we're doing the interview, if they all of a sudden look up at me and take their eyes off their messages, I'll frantically point and I want to encourage them to stare at their message points and soundbites. What I'm doing now is helping them build a comfort with this whole process of listening to questions, answering strategically, bridging the message points and sprinkling sound bites for each message point throughout the interview.

Again, there's a whole section on sound bites, more details of how to do that. But I want you to know exactly where I do this. When working with someone. This is, I believe, the most important part, the least understood part. But when someone gets this and they get it right, it solves so many other problems. If you have great soundbites, on the messages you care about.

You can do so many other things poorly and it won't matter. You're still going to love the results. So that's why I have to stress this is wildly important. So now let's focus on that.