Persuasion Tip

When designing a message, focus not on what you want or even on what your audience expects, but rather, focus on what you want your audience to do as a result of your message. This applies to writing or presentations. In other words, you don’t just want your audience to “be convinced”, “enjoy the presentation” or “learn about the product”. Visualize what you want them to actually do: fill out a purchase order, run to the store and buy your product, fund your proposal, etc. By clearly defining the impact you want your words and images to have, you will be more likely to develop arguments and language that achieves your objective.

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