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What’s the Hook?

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1. What’s Your Target?

Target

First, you need to define your target – the specific action you want your audience to take as a result of hearing you speak.

If you can’t think of anything, then it’s worth asking why you are going to give it at all! If at all possible, you should aim to get them to take a physical action — making a phone call, talking to someone, writing an e-mail, overthrowing the government etc. At the very least, you should be trying to change their minds about something, and get them to see the world differently.

Otherwise you might just as well send them an e-mail.

Action!

Define Your Target

Ask yourself:
“What do I want my audience to DO as a result of hearing this presentation?”

2. What’s the Hook?

What's the hook?

Once you know your presentation’s target (what’s in it for you), you need to come up with a hook to grab your audience’s attention (what’s in it for them).

Don’t assume it’s obvious to them – they are probably busy and distracted – so spell it out in a clear and compelling manner at the beginning of your presentation.

Action!

What’s the Hook?

Ask yourself:
Why does this subject matter to this particular audience?
What’s in it for them to do what I want?


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