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