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  1. Do make the user feel important.
  2. Do show interest in the user.
  3. Do consider what the user wants.
  4. Do edit, less is more.
  5. Don't flatter the user, it's insincere.
  6. Don't mention your competition, it suggests they're superior.
  7. Don't talk about your own success, it makes your audience insecure.
  8. Don't force the user to do anything. Ever.