The effective presenter makes it easy for the audience to grasp ideas without having to work. The effective presentation story leads the audience to an irrefutable conclusion. The journey gives the audience a psychological comfort level that makes it easy for them to say “yes” to whatever the presenter is proposing. Presenting, therefore, is essentially selling. (Location 602)
Every communication has as its goal to take the audience from where they are at the start of your presentation, which is Point A, and move them to your objective, which is Point B. (Location 685)
The only sure way to create a successful presentation is to begin with the goal in mind. (Location 714)
Mastering Audience Advocacy means learning to view yourself, your company, your story, and your presentation through the eyes of your audience. (Location 733)
Everything you say and do in your presentation must serve the needs of your audience. (Location 745)
A Feature is a fact or quality about you or your company, the products you sell, or the idea you’re advocating. By contrast, a Benefit is how that fact or quality will help your audience. (Location 751)