A fight with Terence Crawford would be worth much more to Jeff Horn if the unbeaten challenger wasn't the "world's worst interview," says Duco Events boss Dean Lonergan.
Horn is in talks to face Crawford, the mandatory challenger to his WBO welterweight championship, in late April, in Las Vegas.
It shapes as one of the biggest fights involving an Australian boxer in recent memory.
But the 29-year-old admits he is tempted by the lure of a reported $2 million payday if he takes on veteran Anthony Mundine instead.
Horn stands to make only half of that amount against Crawford, a former undisputed champion in the light-welterweight division and one of the best boxers in the world.
Lonergan is set to drive a hard bargain in negotiations with Top Rank's Bob Arum over Horn's next bout but said it would be a much easier deal to close if Crawford was as good with his words as he is his fists.
"Fighting's only half the game. The other half is media," Lonergan told AAP.
"Without it you don't get paid.
"Terence Crawford is pound-for-pound the world's toughest fighter but he is the worst of all worlds, a really tough fight but not a big money fight.
"The reason is he's absolutely poor in the media, he's not a great communicator. As a result he doesn't have a great following, doesn't sell a lot of tickets, and doesn't do a lot of pay-per-views.
"I've watched his interviews, he needs a lot of help to get right, because Conor McGregor he ain't.
"So start talking it up, Terence. Say something interesting."
Crawford (32-0, 23 knockouts) would be strongly favoured to beat Horn and most US observers give the Australian upstart zero chance.
However, even Arum has doubts whether the 30-year-old could cope with Horn's size and strength given Crawford was fighting at the 135-pound lightweight limit only a few years ago.
"There are holes in everybody's game," Crawford said in a statement issued after Horn's win over Gary Corcoran.
"There's a lot of holes in Jeff Horn's game, and everyone will see that when he gets in the ring with me.
"When he [Horn] steps into the ring with me, it's going to be a very different story."