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Filed under: UFCSAN FRANCISCO – As Chael Sonnen demonstrated at the UFC 117 press conference, the key to any good schtick is to maintain the ruse that it is not a schtick at all.

Don’t laugh at your own jokes. Don’t crack a smile. Don’t nod and wink …

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SAN FRANCISCO – As Chael Sonnen demonstrated at the UFC 117 press conference, the key to any good schtick is to maintain the ruse that it is not a schtick at all.

Don’t laugh at your own jokes. Don’t crack a smile. Don’t nod and wink your way through your routine. Just keep plowing forward as if you have no idea that the words coming out of your mouth are utterly absurd.

For the better part of a half-hour in the Fisherman’s Wharf Hilton on Thursday afternoon, this is exactly the game plan Sonnen followed. By the time it was over, Sonnen was the only one who could keep a straight face.

His insult comedy routine got off the ground right away, as he accused Anderson Silva‘s manager, Ed Soares, of mistranslating one of Silva’s remarks.

“You’re not the only one in the room who speaks Portuguese even though you act like you are,” Sonnen boomed. “It’s a step harder picking up that language than it is understanding Pig Latin.”