BE an obvious expert on a subject. Get to the point and get there really fast. Never use ten words when five will do. Never use jargon (a word that someone hearing it would not understand), speak as if you are speaking to a 10-year-old, and 10-year-olds know a great deal. News channels can describe a war in a headline so you and I can describe anything in the same time.
(Extract from The Naked Millionaire)