Sometimes it will be your job to persuade your audience to think, feel or do something. This involves preparing the audience mentally and/or emotionally to make what's usually a small change in their lives. To accomplish this, your first step is to effectively analyze the specific needs of the people you are addressing

Once you know the makeup of your audience, you can decide HOW to craft your message in a persuasive way. You are making an argument for change, and generally there are two broad approaches to consider:

• Deductive Approach You state what you want the audience to do, followed by all the reasons they should do it.
  
• Inductive Approach You present several arguments leading to an inevitable conclusion.

The deductive approach is usually better than the inductive method because it lets your audience know "up front" where you're going. They know that you have thought about who your audience is, what their hot buttons are, and how to best deliver your message to them. When you tell them at the outset what you're up to, so there's little chance they'll misinterpret your message.

After you've told your audience what you want them to think, feel or do, you must sell them on the benefit they'll receive by making that change. What's in it for them? How will their lives become easier? What problem will be solved for them?

As you prepare to sell the benefit, keep in mind that it's easy to confuse benefits with features. For instance, having 1,000-megahertz processor in your computer is a really neat feature, but the benefit, the reason for wanting the processor, is that you can now surf the Internet or perform computer functions at lightening speed. Selling the benefit is easy if it's something your audience can use. If you can offer a product or service that will save them time and aggravation, most people will agree it's a good thing!

As in every persuasive situation, it's to your credit to exude trustworthiness, fairness and honesty, not to mention competence and composure. No matter how much pressure you may feel to make the sale or otherwise persuade your audience, remember to stay relaxed and be your self. You can help people in your audience solve a problem, and for that reason they are eager to hear what you have to say.

1. Analyze the needs of the audience.
2. Prepare the audience to make a change.
3. Set up where the argument is going.
4. Provide reasons for making the change -- use benefits to audience.
5. Exude confidence and honesty.