So what is the most magical phrase a speech maker can ever give? I'll give you an example. In a moment. The magical phrase is example. Let me give you an example. For example, research shows that if you put a video camera on an audience, and the speaker says, Let me give you an example or for an example, there's palpable head and eyes movement upward.

People are looking up trying to really figure out what it is you're talking about. They're trying to see it for themselves. They're trying to visualize it. I have never in the 30 years of this business, heard people coming out of a convention hall saying I hated the way that speaker gave us so many interesting relevant examples. The beauty of examples is it takes a concept from the abstract to the Pacific. Killer, it allows your audience to visualize it, to understand it to taste it, touch it, feel it.

So any point that you want people to understand and remember, you need to illustrate that point with an example. Don't tell me there's no time. There's no time for an example, then there's no time to talk about the concept in the first place.