How to Craft Verbal ‘Keepers’ and Trim the Messaging Fat

In 1987, I covered one of the most horrific stories ever reported. A man named Gary Michael Heidnik was arrested for kidnapping, torturing and raping six women, whom he kept imprisoned in a hole that he dug in his Philadelphia basement. Not surprisingly, the media attention generated by this gruesome story was somewhat of a circus. The defense attorney that stepped to the plate was a charismatic up-and-coming young man by the name of Charles Peruto Jr., whose father was already a local lawyer superstar.

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