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I have a friend who loves to talk. Talk, talk, talk. If she’s telling me about a sale at Macy’s, I have to hear about what she had for breakfast the morning of the sale, what she wore to go shopping, how she had to stop for gas. I just want to hear about the sale at Macy’s.

Just like your clients. They expect you to have integrity. They know that you want to do the best job for them.
What they need to know is what you do, and why you do it better than anybody else.

Stay on message.