If you think you've got good content, there will always be somebody with better content. For example, you could be at a party impressing all the cool kids with your tales of camping in the Klondike. But then some goof comes up and starts talking about how he went camping on the moon. Then what? But if you learn structure, you'll never have to worry about content again...
http://www.mindpersuasion.net/topic/1808-never-feel-on-the-spot-again/
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