All too often we complicate our simple and powerful message. We say just enough to confuse the listener. Enough to dilute the unique selling proposition.
Part of our media training is to convince clients to have tunnel vision. We choose two key points and practice delivering those two points. We also practice leading back to those two points. We role play, we videotape, we audiotape. We really get comfortable and confident delivering that message.
An oddly great example of that “staying on message” was a press conference with basketball great Alan Iverson. At the time he was being publicly hung for missing team “practice”. He MORE THAN stays on message and the video clip has become a classic.
View and listen to the video clip. Guess the number of times he mentions “practice” and you will be entered into a raffle to win a $25 gift certificate to Starbucks.
And why the heck is he wearing a Red Sox cap?
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