Make sure your messages are as positive as possible. Now, I understand some of you may be running for public office, you're running against an incumbent, you have to hit hard and have very negative messages if you're going to succeed. That's reality. But for most people in business, government, public affairs, civic life, the more you can focus on positive messages, because if you have anything negative a half of a message or part of the message that's negative, there's a danger that it completely overwhelms everything else you said, and the only thing that gets quoted is some part of your negative message. If that's what you want, that's okay. But if you have positive messages, let's try to focus on those because that's likely to benefit you the most so make sure at least some of your messages are completely positive.