His 2009 speech was thin for what was a pre-election pitch, and last year was blandly competent in the way he often is when under no real pressure.

Self-Promotion Tool #3 Hone a (soon to be) famous Elevator speech - The elevator speech is a term introduced recently for promoting yourself under time pressure.

"One of the interesting things about speech - and singing - is we go through a very complicated process so that we have an even air pressure in our lungs," Lieberman says.