On effectiveness.

Percy Ross, the millionaire who gave away his entire fortune, was once asked how someone could become a successful commercial speaker. Mr. Ross' answer was short, sweet, and to the point: "Have something to say."

As obvious as this advice is, it is often ignored. We all have something to say, certainly, but we don't always know how to say it. One serious problem is that the speaker tries to say too much in a single speech. This is a mistake, because the hearer gets lost in the verbal barrage. A good speaker makes no more than three serious points in a ten-minute speech. Crucially, it is not what is said, but how it is said that matters the most.

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