Joke of the week goes to a Radio 2 listener who hated Lady Gaga's new single so much and suggested she should be renamed 'Lady gag her'. Outstanding.
So when you think about it, a promo is a lot like writing an essay, right? You open up with an eye catching statement that could be totally irrelevant, but reels in your audience, which is the key part. Then raise your main argument and back it up with a few points, e.g why you'll win the cage match at Summerslam or how you'll carry out your revenge for that time you got beat in a rap battle. Then restate your main point, tie it back to your opening statement, throw a catchphrase or two in there and you've generally got a pretty solid format to go with.
You can pick any promo really, but Chris Jericho's return to the WWE in 2007 is an example of how it works. The return or debut of a superstar is always an eye catcher in itself (this came off the back of a 10 week viral marketing campaign similar to his 1999 WWE debut), never mind the opening statement, but it's still obviously there.
I still wonder as to why he was so criminally underused at WCW; the wrestling ability was there, the gimmick of a complaining crybaby was right, and above all he was talented with his promo work. Along with the NWO stuff he was probably the most entertaining wrestler that they had. But he moved on and make the best move in his career before WCW died.
The thing that's always struck me since watching Jericho is how unique he is with the gimmicks for him as heel/babyface (whilst his face return wasn't anything worthy of note, it still pulled along and did the job until they turned it around for the better) characters. He can just pick up an audience with the palm of his hand and do whatever the hell he wants. I know people have been critical of his current heel persona and how he's just been using the same 5 or 6 words over and over, but the content is always changing and if he's drawing heat like is right now, then something is obviously right and people are just not listening.
First things first, Dean Malenko was SO BORING with his 'man of 1000 holds' persona. Seriously, so so so so dull it was unbelievable. I'm glad they turned it all into a relatively long feud, it really brought out Jericho's character and got him where he is.
Unlike many superstars who have the ability to cut and deliver, he's one out a very small minority that can make it feel astonishingly natural, delivering every word with a stunning sense of conviction and urgency that's proved to be entertaining time after time. He's exciting, entertaining, cocky, sharp and above all else, FUNNY; if I were him (bare in mind the amount of creative control he clearly has) I'd probably laugh again and again at the stuff he pulled off.
So, Chris Jericho, currently the best mic worker in WWE. Period. I'd write more but my head would probably explode. Thanks.