Selling fights has to be hard. Pacing back and forth in the gym soliloquizing, perfecting your speech so that the camera picks up exactly what you want to broadcast to your opponent and the fans. To some people this comes really easy, smack talk just rolls off the tongue; Bisping, Miller, Sonnen, Rampage and Diaz are all names which come instantly to mind. Right at the other end are guys like Carwin and Dos Santos for whom smack talk comes as naturally as it does to this seemingly apoplectic dwarf.
While Carwin gets around the issue by making a mini-documentary following his training with Bud Light, as well as hooking up with Paul Heyman so he can cut a better promo, Dos Santos is relying on being the type of exceptionally affable guy we know him to be. He even gives all the credit in the world to his next opponent in this USA Today interview before making his strategy to KO Shane Carwin sound reasonable and polite:
“My strategy is just to move around a lot, give Shane a few solid hits to wear him down. If the fight does go into round two or round three, it’s not a problem. … I’m going to benefit from that extra time if it gets there.”
The again, it doesn’t matter as much how scary you are in promotional videos, or how eruditely you frame your intentions if you are as good at knocking people out as Shane Carwin and Junior Dos Santos are; the highlight reels sell themselves. [Source]