Page 256 - ConvinceThemFlip

convince them in 90 seconds or less
Make sure your audience,
whether it’s one person
or 1,000, knows why
they’re listening to you.
The “Nag’s” was noisy
and bustling with writ-
ers, editors, advertising
sales agents, artists, and
the usual 24-hour crowd
that accompany the print
business. There was lots
of laughter, clinking glasses, and boasting about the day’s
adventures. Muldoon shook a few hands and slapped
some backs. From out of nowhere a pint of their best bit-
ter appeared in my hand and we joined the bantering.
Muldoon nodded at an empty table over by the win-
dow. I led the way and pulled out a chair. “Okay. Feedback
time.” He sat down across from me, a glass of claret in his
hand. “What did you notice? What did you see?” It sounded
more like a song title than one of his debriefings.
“Lots.” Where to begin? “You riveted them right off
the top.”
Muldoon raised his distinguished gray eyebrows and
smiled.
“When you tore off the page and said ‘Anyone who’d
pay £7,500 for it would be a raving lunatic’ they couldn’t
take their eyes off you. You really got their attention.”
“Excellent.” He sipped his claret.
“Your point was right there at the top, too: ‘the most
powerful and cost-effective vehicle this country can offer
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