Always be moving towards your message points. When you're in the interview, there's a tendency to just treat it like a normal conversation. nice, friendly, smart, intelligent reporter ask a question. There's the tendency to think oh, that's a great question. Let me go down here my database and pull up every single fact information message I have and educate you, Mr. Ms. Reporter, to make you think I'm smart and like me, Wrong. Wrong, wrong.

You need to answer the question briefly and then move to one of your message points and then move to the next message point, and then move to the third and final message point. And to do this repeatedly, you always want to be moving to your message points, not word for word the same way, not the same order. But thematically. You want to be moving to your message points. At all times throughout the interview. Remember, this doesn't work.

If you have bad messages that reporter find your messages uninteresting, this isn't going to work. That's why we spent so much time really coming up with great messages that were certain are of interest to the reporter the audience and important to us.