ANALYZE YOUR PRINCIPAL OBJECTIVE
Every speech should have a single, overriding objective. While you may have your personal agenda and the company its objectives, as a public speaker you must decide on a principal objective: What do you want the audience to think or do differently as a result of your speech? Having such a single objective sounds simple enough, but few, if any, speakers ever write down or formally articulate that principal objective.
To accomplish this task, simply take out an index card and finish the following sentence: “When I step down from the podium, I would like the members of the audience to…” Your answer might be: “To write to their congressional representatives.” “To endorse our new company policy.” “To more clearly understand ...
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