What I presented to that glitterati crowd—and what I proffer to my political and corporate clients every day, seven days a week, 365 days a year (literally)—are the precise tools and insights of political and commercial wordsmithing. These tools apply broadly to almost any endeavor that involves presenting a message, whether it’s a day-to-day event like talking your way out of a speeding ticket or into a raise, or something more substantial like creating an effective thirty-second commercial, crafting a fifteen-minute speech to your employees, or writing an hour-long State of the Union
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