Specifics Sell. Generalities Don’t.
I wish PR agencies would not have women with little valley girl voices call me up, read a script about a client whose business model is extremely complicated and ask me to interview the CEO or marketing manager. First off, I am a reader and writer. I am not a listener and talker. For example, I have had a cell phone for 10 years and have never answered a call on it and do not know the number. I am not comfortable with phones. When I start hearing techy terms and buzzwords over the phone, my ears glaze over and I insist on an