Lauren called me from Michigan with just such a concern. She and another friend had opened a fitness salon about a year ago. After a careful analysis of local chain's facilities, they had invested in next-generation equipment that provided many added features. Yet, a year after opening, and doing every marketing activity they could think of, they still weren't attracting enough clients to pay rent.

The problem wasn't lack of effort. The problem was that prospects didn't understand benefits or higher value of Lauren's fitness facility.

Remember best selling book "Men Are From Mars, Women Are from Venus"? A key point of book is that men and women see many things differently, and express themselves differently.

If you have children, you know that same is true of parents and teenagers. What's important to you is often unimportant to your seventeen-year-old, and vice-a versa. Sometimes you wonder if two of you are speaking same language. You've probably learned to get your child's attention by talking about their needs and interests. These may include sports, movies and access to family car.

You want to develop soundbites that speak to who you are, what you do and how well you do it. Soundbites are essential messages that will create sales and recognition. They consist of anecdotes, analogies, stories, one-liners, and facts that you can speak in 15-30 seconds. They should be singly focused on what you want your audience to know. To turn media interviews into sales here are 3 things you can do.

1. Incorporate Your Past into Your Present Experience.

Camus says, *We are sum of our choices.* We want to know how your childhood dreams have influenced career you've chosen. Your past often has predictors to your future interests and life decisions. If you don't want to go back as far as childhood then go back in your professional career. Sarah Newton, The UK's Top Teen Coach, said that when she was a juvenile corrections officer what she heard from teenagers most was that they didn't feel heard, understood or respected. *The most important thing a parent can do is listen,* says Newton.

Often soundbites like Newton's seem simple. But it takes work to distill your ideas down to their essence. It's unadorned statement that is often most powerful.

Another way to tie past to present is to show how your passion drives your profession. *People think I am disciplined. It is not discipline. It is devotion. There is a great difference,* says Luciano Pavarotti. Choose words that show your devotion.

2. Include Client Successes.