Many of you will be attending CES this week in Las Vegas.

Many of you are in public relations and marketing functions.

When you’re there, having conversations with media and other interested parties, here are some tips and challenges:

• Challenge yourself to describe your products without using technical specifications — practice this before you get there
• Arm yourself with three real consumer stories about each product, and match the best one to the person you’re talking with
• Prepare the top three ways your product improves people’s lives — and keep repeating those to anyone who will listen
• After the show, don’t amass all the new media emails you’ve received into a list and blast them with a generic thanks
• Rather, send each of them a personalized thanks — and tailor a paragraph about the device you’re promoting specifically to their interests, publication and audiene

Focus on the lifestyle value of your product, and tell real people’s stories to really hammer it home.

Do that, and you’ll stand out from the crowd — and dramatically! — and you’ll have your most successful CES ever.