1) Be concise.
2) Make eye contact.
3) Be confident in your story.
4) Own the space around you.
5) Behave as if you have the answer.
6) Lie like a rug and distort who you are. *
In the first debate, Mitt presented well, Barack didn’t, and people bought the product. It changed everything.
Sometimes, as Jeff Tweedy sang, it’s just that simple.
* This is not recommended in advertising. Which is not to say it doesn’t work.