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What is your message? What do you have to share that will make a difference in people\u2019s lives? What is your main objective, the key thing you hope to accomplish? You\u2019ve got to understand the big picture. Then, with the big picture in mind, you have to get more specific. Do you have a clear vision of how your product, service, or idea will help your audience? You\u2019ve got to know your product inside and out, its pros and cons and how it stacks up against the competition. Use the following list, distilled from the work of great persuaders, to give some direction to your process of preparing and refining your message:

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\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 What do I want to accomplish?

\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 If I had to boil my message down to three main points, what would they be?

\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 How can I demonstrate my expertise?

\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 How can I increase my trustworthiness with this audience?

\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 What are the emotional reasons that will prompt my audience to respond?

\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 What are the logical reasons that will prompt my audience to respond?

\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 What is my \u201ccall to action\u201d?

\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 What are some alternatives to my initial proposal?

\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 Does my plan have any potential pitfalls?

\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 What are the top five doubts or objections I will encounter? How will I respond?

\u2022\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0\xa0 What information should I gather about my audience? My competition?