They don't want a bale-they want a swab. Your sound bite is only 10 to 20 seconds. To help develop your message, think of your message as a box with four sides representing the four points you want to deliver. People learn through repetition, and the box is just a device to help you repeat your message. Watch for traps.
Physicians look foolish when they try to justify their salaries.
Acknowledge you make a comfortable living and move on to the real issue. The discussion only becomes unseemly and you never get to your message. I think it's because we offer something people value. They also value. . . . It's the comfort of. . . .