How to Coach Yourself and Others How to Influence, Persuade and Motivate | Seite 401

audience to rely on other sources besides you. Evidence can include
examples, statistics, stories, testimonies, analogies, and any other
supporting material used to enhance the integrity and congruency of your
message.
4. Present a Solution
You have gained your audience's interest and provided evidence in
support of your message; now you must solve their problem. You present
the argument you want them to believe and satisfy the need you have
identified or created. You have created dissonance and now you are
providing the solution. How can your product meet their needs and wants
and help them achieve their goals?
5. Call to Action
A persuasive message is not true persuasion if your audience does not
know exactly what they need to do. Be specific and precise. In order to
complete the solution to their problem, they must take action. This is the
climax, the peak of your logic and emotion. The prescribed actions must
be feasible. Make your call to action as easy as possible.
Using this type of structure facilitates people's acceptance of your
message and clarifies what you want them to do. We all have a logical
side to our mind, which results in our need for order and arrangement. If
we don't sense some sort of structure, we tend to become confused and
create our own organizational flow — thus creating our own