How to Coach Yourself and Others How to Influence, Persuade and Motivate | Seite 402
Who is listening to my message? (Audience demographics)
What is their initial mindset? (What are they thinking and feeling
now?)
When will the call to action work? (What do you want them to do
and when do you want them to do it?)
Why should they care? (What is in it for them?)
In what areas of their lives does this affect them? (Health, money,
relationships, etc.)
How will they benefit? (What will they gain?)
These questions should help you create effective arguments in each of the
key areas: interest, problem, evidence, solution, and action. The remainder
of this chapter will present a variety of techniques that will be helpful in
structuring your arguments.
Giving a Call to Action
The call to action is the most important part of your presentation. This is
where your audience understands exactly what you want them to do. It's
where you define yourself as a persuader instead of a presenter. This
conclusion should not come as a shock to your audience. Throughout your
presentation, you should have gently led them to the same conclusion that
you are now giving them. You should have already prompted them to
want to do what you are about to tell them to do.
Some people hate this part of persuasion because they are asking their
prospects to do something. This should really be the best part — the
action is the only reason you are giving the presentation in the first place;
your audience is going to understand that. If you become tense and
uneasy, so will your prospect. The whole presentation should be
structured to make the call to action smooth and seamless. In fact, the
prospects should not even see or feel your call to action coming.
You should prepare your audience for this conclusion before you even
start on the rest of the presentation. Your entire presentation should be
built around the call to action. I mean, write out the call to action word for
word beforehand. From the outset of your message, you must be eager to
get to this point. Be positive and enthusiastic. In your preparation, make
sure your conclusion is explicit and that the audience is not left on their
own to make sense of and understand your message. You need to tell
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