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Chapter 6. Eight Steps to Preparing Your... > Develop Position–Action–Benefit

Step 2:. Develop Position–Action–Benefit

Before developing the body of the presentation, and after doing a thorough audience analysis, clarify what you intend to do in the presentation by developing the following position, action, and benefit statements:

Position: This is a sentence that tells the audience what you personally think about the topic. It is your stance, your opinion, your thesis, your belief on the issue. It must be stated clearly and succinctly. It is important to put this information out to the audience at the start of the presentation; it tells the audience exactly where you stand so they won’t be wondering what the presentation is all about (as many audiences do)!
Example: “Our current computer system is outdated and is costing us too much money to maintain.”
Action: This is simply a statement of what you would like your audience to do, to believe, or to understand. There is a wide range of “actions” an audience might take. It might be that you want them to purchase a computer network system from your company. Or maybe you want them to know that when designing certain computer chips, experiments show that gallium arsinide works better than pure silicon. The action you ask them to take should be specific, achievable, and done within a specific time frame.
Example: “We should allocate an additional $200,000 this budget period for a new system.”
Benefit: This tells the audience what is in it for them if they do what you ask. It could range from (using the example above) the new network saving time and money (resulting in less downtime) to gallium arsinide being the chip material of choice in heat-sensitive electronics.
Example: “By doing so, we will work much more efficiently and save a tremendous amount of money.”



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