I heard a really experienced media performer being interviewed the other day and at one point he said on air, “the example I always like to use…”

It was a moment in passing, but it kept bugging me.

If it’s the example you always like to use, don’t keep using it.

Isn’t news at its most base of definitions something new? Come up with a different example, a fresh comparison, a killer stat, an unexpected analogy.

It just sounded a bit tired. Make the most of every opportunity – however often you go on air – to make your subject as impactful as possible.

And if for some reason you do need to keep using the same example, don’t flag up to the audience that you’re doing it.