Why should your audience act?

Consider the "must-know" facts that you will be sharing (the three to six facts you wrote down on your Content Development Worksheet). What values, emotions, or aspirations of your audience can be linked to those facts?

For example, let's say your presentation purpose is to get the organization to green-light your team's plans for a new product. You're planning to share these "must-know" facts: it's made from recycled materials, it's completely unique, and it will cost significantly less than competing products. To convince your audience of the product's worthiness, you need to present reasons that will resonate with them. An audience that values green-technology will be convinced by environmental arguments. An audience that strives for innovation will be motivated by emphasizing creativity and cutting-edge advances. An audience primarily interested in profit will be persuaded by explanations of increased market share and scalability.

Linking "must-know" information...