Page 257 - ConvinceThemFlip

the secrets of the great communicators
you to deliver your message to four million avid and con-
suming women.’”
“Well done. You remembered the golden rule: No
point? No presentation. Nothing exasperates an audience
more than not knowing what they are doing there. Your
point must contain a cause and effect they can relate to.
Do X, and this desired result happens. Don’t do it, and Y
happens. The point captures reason and logic. It means
your presentation makes sense. Then all you have to do
is prove your point.
“Before you can convince an audience of anything, you
have to capture their attention. Capture their attention
and you can capture their interest. Once you have their
interest, you can fire up their imagination. And their heart
will surely follow.” He looked across at the waitress and
nodded. “Capture the waitress’s attention and the food
will surely follow, too.”
Shish Kebabs
Iordered fish-and-chips. Muldoon chose something
called the “Espetada.” The menu said it was “a typical
Portuguese dish made of chunks of beef rubbed in garlic
and salt, then barbecued, and served on a skewer that
hangs from a hook on a stand.” It was really just a fancy
name for a shish kebab.
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