those are all need-focused issues for building your case. >> get scrappy. what do you mean by that? >> ultimately, it's very difficult to capture someone's attention in today's marketplace. we have to get a little bit more creative to capture their attention. what unique way can you open a conversation so that people will say, that was clever. from that clever opening, you can move into your kind of core messaging of your case. >> this i think is incredibly important. speak in your own voice. if somebody writes something for you, it's never going to sound authentic. >> right. same thing when you go to a comedy show and see a great comedian. you can retell the joke but it never lands in the same way because it's their joke. >> right. >> you have to give yourself permission to engage in a conversational, warm, natural style. give yourself permission to be yourself. just like you're having a conversation like we are. >> and the clothes. >> there's the classic line from
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