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  1. Be brief – limit the main points in any presentation to two, three, or five.

  2. Use the two-part contrast for maximum impact: old/new, problem/solution.

  3. Information is extraordinarily compelling when it is clustered in groups of three.

  4. Structure your argument around a single theme.

  5. Position your main message at the beginning or end of your presentation. Information in the middle is quickly forgotten.

  6. Try to speak first if the audience is to make up their mind at a later date. Speak last if the decision is immediate.

  7. Grab your audience's attention with a dynamic opening.

  8. End strongly – call for action and spell out exactly what you want.

  9. Choose the right evidence carefully, using highly credible sources, independent experts, individual case studies, specific facts and fresh information.

  10. Don't expect to persuade the first time you deliver a message. Repeated exposures – at least three – are usually essential. To prevent boredom, use fresh evidence and different packaging, but keep stressing the same central point.

  11. Don't ignore attacks from rivals. Rebut all attacks immediately.

  12. Generally present both sides of a case. Convey respect for the opposition, and then persuade with your rebuttal.

  13. Innoculate your supporters from attacks with defensive arguments.

  14. Make your statistics credible by citing reputable, unbiased sources.

  15. Make large numbers easier to understand by putting them into a meaningful context.



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