When you are what is for sale, you can often confuse the client by rambling on and stuffing up the sale or pitch.
Thought Leaders often have to talk about themselves. I sometimes talk about Matt Church in the third person (second sign of madness). I've been doing this for so long that I have learned a couple of tricks to help me talk about this Matt Church guy.
Stage Names: My name is Matthew but I promote Matt Church. It is not ‘Beyonce' or ‘Will.i.am' status, but it helps.
Diagrams: I often rely on contextual diagrams or models to explain what I do. This way the focus is less on me, and more on my message.
Analogy: If I can explain what I do through an analogy it is easier to talk it up than if it is simply me I am talking about.
Future: Always focus on what is coming up as opposed to what you have done. What you have done is bragging. What it is you hope is going to happen, is exciting.
Rapport: People buy people. Be gracious, generous and positive in your conversations. If asked about a competitor the same rules apply.
Often as experts and Thought Leaders, we wish for someone else to sell us. The bottom line is, there is no-one better than you, to sell you.