| The call to action is the most important part | | | | their own to make sense of and understand |
| of your presentation. This is where your | | | | your message. You need to tell them what to |
| audience understands exactly what you want | | | | believe; you draw the conclusion for them. |
| them to do. It's where you define yourself as | | | | Make the call to action easy for them to |
| a persuader instead of a presenter. This | | | | follow and simple for them to do. There |
| conclusion should not come as a shock to your | | | | should be no doubt in your prospects' minds |
| audience. Throughout your presentation, you | | | | about exactly what you want them to do. Act |
| should have gently led them to the same | | | | with authority. You are the expert -- |
| conclusion that you are now giving them. You | | | | demonstrate your expertise. Strive for the |
| should have already prompted them to want to | | | | teacher/pupil relationship |
| do what you are about to tell them to do. | | | | |
| | | | There is a story of an old man who goes to a |
| Some people hate this part of persuasion | | | | dentist because he has a tooth that is |
| because they are asking their prospects to do | | | | killing him. He has been putting it off for |
| something. This should really be the best | | | | months and finally he has to get the tooth |
| part--the action is the only reason you are | | | | taken care of. Once there, the dentist agrees |
| giving the presentation in the first place; | | | | that the tooth needs to come out. The man |
| your audience is going to understand that. If | | | | asks the dentist how much it will cost. The |
| you become tense and uneasy, so will your | | | | dentist replies that it will be about $250. |
| prospect. The whole presentation should be | | | | The old man yelps and yells, "$250 to pull |
| structured to make the call to action smooth | | | | out a tooth?!!" Then he asks how long the |
| and seamless. In fact, the prospect should | | | | procedure will take. He is told it will take |
| not even see or feel your call to action | | | | about five minutes. "$250 for five minutes of |
| coming. | | | | work? That is highway robbery!" the old man |
| | | | protests. The man then asks the dentist how |
| You should prepare your audience for this | | | | he can live with himself charging people that |
| conclusion before you even start on the rest | | | | kind of money. The dentist smiles and says, |
| of the presentation. Your entire presentation | | | | "If it's the time you are worried about, I |
| should be built around the call to action. I | | | | can take as long as you want." |
| mean, write out the call to action word for | | | | |
| word beforehand. From the outset of your | | | | When planning and preparing your call to |
| message, you must be eager to get to this | | | | action, remember that the process does not |
| point. Be positive and enthusiastic. In your | | | | have to be long and painful. Be short, brief, |
| preparation, make sure your conclusion is | | | | and to the point. |
| explicit and that the audience is not left on | | | | |