Timing is everything. The Primacy and Recency Effects refer to timing your message so it will have its greatest impact. The "Primacy Effect" refers to the impact of points made at the beginning of a presentation, and the "Recency Effect" refers to the impact of information presented at the end of a presentation. . These effects can be powerful presentation tools since it is typically the very first and very last parts of your presentation that bear the strongest weight in your audience's overall impression. These impressions will linger longer than anything else about the presentation. Your first and final words determine how you will be remembered and thought of long after your speech has ended. Be sure you carefully craft your opening and closing statements, placing your

A. Repetition

The use of repetition is very effective. We have heard that repetition is the mother of all learning; it is also the mother of effective persuasion. Repetition creates familiarity toward your ideas, and that leads to a positive association. When something gets repeated, it gets stuck in your memory. It improves your comprehension. You need to repeat your message several times so your audience understands precisely what you are talking about and comprehends exactly what you want them to do. You can repeat the message several times without saying the same thing over and over again.

My motto is: When you repeat, repackage how you say it. Each time you express your point, use new evidence and new words, so you don't sound like a broken record. When you use repetition too much, it might result in diminishing returns. You know how you feel about someone telling you a joke or a story you've already heard or about that commercial you've seen one too many times. If you've heard it a million times before, you tune out and quit listening. Keep your repetitions about each point to approximately three references, and definitely no more than five.

B. Theme

We see general themes in commercials and advertisements. A theme is easily remembered and easily retained. Attorney Gerry Spence uses themes during his court cases. For example, when a small ice cream manufacturer sued McDonald's for breach of oral contract, Spence centered his whole argument and position around the theme, "Let's put honor back into the handshake." The jury was won over and Spence's client was awarded $52 million. In another case, Spence's client was suing an insurance company for quadriplegic fraud. This time, Spence's theme was: "Human need versus corporate greed." The insurance company ended up having to shell out $33.5 million plus the interest on $10 million.

Having a theme will give your presentation flow, order, and presence in the minds of your audience members. Themes provide an easy way for people to remember the heart of your message. If you have strong and well-organized themes, you can be sure your audience will understand and remember your message more clearly and more strongly.

C. Brevity and Simplicity

Keep your message short and simple. Boring an audience to tears has never yet worked as an effective persuasive technique. If the message is short and simple, it will most likely be clearer and therefore easier to remember. Consider the profundity of Abraham Lincoln's historical Gettysburg Address. The whole speech, from start to finish, was only 269 words. He presented it in less than three minutes.

D. Primacy and Recency Effects

Timing is everything. The Primacy and Recency Effects refer to timing your message so it will have its greatest impact. The "Primacy Effect" refers to the impact of points made at the beginning of a presentation, and the "Recency Effect" refers to the impact of information presented at the end of a presentation. . These effects can be powerful presentation tools since it is typically the very first and very last parts of your presentation that bear the strongest weight in your audience's overall impression. These impressions will linger longer than anything else about the presentation. Your first and final words determine how you will be remembered and thought of long after your speech has ended. Be sure you carefully craft your opening and closing statements, placing your

My motto is: When you repeat, repackage how you say it. Each time you express your point, use new evidence and new words, so you don't sound like a broken record. When you use repetition too much, it might result in diminishing returns. You know how you feel about someone telling you a joke or a story you've already heard or about that commercial you've seen one too many times. If you've heard it a million times before, you tune out and quit listening. Keep your repetitions about each point to approximately three references, and definitely no more than five.

B. Theme

We see general themes in commercials and advertisements. A theme is easily remembered and easily retained. Attorney Gerry Spence uses themes during his court cases. For example, when a small ice cream manufacturer sued McDonald's for breach of oral contract, Spence centered his whole argument and position around the theme, "Let's put honor back into the handshake." The jury was won over and Spence's client was awarded $52 million. In another case, Spence's client was suing an insurance company for quadriplegic fraud. This time, Spence's theme was: "Human need versus corporate greed." The insurance company ended up having to shell out $33.5 million plus the interest on $10 million.

Having a theme will give your presentation flow, order, and presence in the minds of your audience members. Themes provide an easy way for people to remember the heart of your message. If you have strong and well-organized themes, you can be sure your audience will understand and remember your message more clearly and more strongly.

C. Brevity and Simplicity

Keep your message short and simple. Boring an audience to tears has never yet worked as an effective persuasive technique. If the message is short and simple, it will most likely be clearer and therefore easier to remember. Consider the profundity of Abraham Lincoln's historical Gettysburg Address. The whole speech, from start to finish, was only 269 words. He presented it in less than three minutes.

D. Primacy and Recency Effects

Timing is everything. The Primacy and Recency Effects refer to timing your message so it will have its greatest impact. The "Primacy Effect" refers to the impact of points made at the beginning of a presentation, and the "Recency Effect" refers to the impact of information presented at the end of a presentation. . These effects can be powerful presentation tools since it is typically the very first and very last parts of your presentation that bear the strongest weight in your audience's overall impression. These impressions will linger longer than anything else about the presentation. Your first and final words determine how you will be remembered and thought of long after your speech has ended. Be sure you carefully craft your opening and closing statements, placing your

B. Theme

We see general themes in commercials and advertisements. A theme is easily remembered and easily retained. Attorney Gerry Spence uses themes during his court cases. For example, when a small ice cream manufacturer sued McDonald's for breach of oral contract, Spence centered his whole argument and position around the theme, "Let's put honor back into the handshake." The jury was won over and Spence's client was awarded $52 million. In another case, Spence's client was suing an insurance company for quadriplegic fraud. This time, Spence's theme was: "Human need versus corporate greed." The insurance company ended up having to shell out $33.5 million plus the interest on $10 million.

Having a theme will give your presentation flow, order, and presence in the minds of your audience members. Themes provide an easy way for people to remember the heart of your message. If you have strong and well-organized themes, you can be sure your audience will understand and remember your message more clearly and more strongly.

C. Brevity and Simplicity

Keep your message short and simple. Boring an audience to tears has never yet worked as an effective persuasive technique. If the message is short and simple, it will most likely be clearer and therefore easier to remember. Consider the profundity of Abraham Lincoln's historical Gettysburg Address. The whole speech, from start to finish, was only 269 words. He presented it in less than three minutes.

D. Primacy and Recency Effects

Timing is everything. The Primacy and Recency Effects refer to timing your message so it will have its greatest impact. The "Primacy Effect" refers to the impact of points made at the beginning of a presentation, and the "Recency Effect" refers to the impact of information presented at the end of a presentation. . These effects can be powerful presentation tools since it is typically the very first and very last parts of your presentation that bear the strongest weight in your audience's overall impression. These impressions will linger longer than anything else about the presentation. Your first and final words determine how you will be remembered and thought of long after your speech has ended. Be sure you carefully craft your opening and closing statements, placing your

C. Brevity and Simplicity

Keep your message short and simple. Boring an audience to tears has never yet worked as an effective persuasive technique. If the message is short and simple, it will most likely be clearer and therefore easier to remember. Consider the profundity of Abraham Lincoln's historical Gettysburg Address. The whole speech, from start to finish, was only 269 words. He presented it in less than three minutes.

D. Primacy and Recency Effects

Timing is everything. The Primacy and Recency Effects refer to timing your message so it will have its greatest impact. The "Primacy Effect" refers to the impact of points made at the beginning of a presentation, and the "Recency Effect" refers to the impact of information presented at the end of a presentation. . These effects can be powerful presentation tools since it is typically the very first and very last parts of your presentation that bear the strongest weight in your audience's overall impression. These impressions will linger longer than anything else about the presentation. Your first and final words determine how you will be remembered and thought of long after your speech has ended. Be sure you carefully craft your opening and closing statements, placing your

Timing is everything. The Primacy and Recency Effects refer to timing your message so it will have its greatest impact. The "Primacy Effect" refers to the impact of points made at the beginning of a presentation, and the "Recency Effect" refers to the impact of information presented at the end of a presentation. . These effects can be powerful presentation tools since it is typically the very first and very last parts of your presentation that bear the strongest weight in your audience's overall impression. These impressions will linger longer than anything else about the presentation. Your first and final words determine how you will be remembered and thought of long after your speech has ended. Be sure you carefully craft your opening and closing statements, placing your strongest points at those times.

E. Offer Choices

There is a strange psychological phenomenon in regards to drawing conclusions. If someone tells us exactly what to do, our tendency is to reject that dictated choice when we feel it is our only option. The solution is to offer your prospects a few options so that they can make the choice for themselves. People feel the need to have freedom and make their own choices. If forced to choose something against their will, they experience psychological resistance and feel a need to restore their freedom.

We all need options. Recently, I saw a young moose get surrounded by people who wanted a picture of it. Feeling trapped, this moose charged at the people in an attempt to escape. This type of scenario can also present itself in your persuasive efforts. If you don't offer options to your audience, they could attempt to charge and escape.

The strategy is that you have control over your prospects' options. As a Master Persuader, you only give them options that will satisfy your situation. We have all done this with children: Do you want to finish your dinner or go to bed early? In sales, they call this strategy the alternative close. For example, have you heard the line, "Do you want regular or deluxe?" Or what about, "Do you want it in blue or green?" or "Do you want to meet Monday afternoon or Tuesday evening?" The person has options, but both options meet the persuader's goals.

Even if it is just something simple, people need to have options. I heard a story of one lady who desperately needed to take her medication or she would die. Her doctor, nurse, son, and husband all tried to get her to take her medication but to no avail. The doctor insisted she take her medication first thing when she arose in the morning, but she just wouldn't do it. Distraught, the family took her to a new doctor. This doctor immediately saw the situation and talked to the patient. He explained the benefits of taking the drugs and how it could help her. Then, he gave her an option. He said, "You need to take this once a day. Would you like to take it with your breakfast or your dinner?" The patient smiled and said she would like to take it with her dinner. After she made that decision, she no longer gave people a hard time about taking her medication. The key is that both options the doctor gave her were fixed to achieve the same goal.

If you absolutely have to limit your audience's choice to one thing, you must explain to them why there are limitations on their options. If the audience understands why a limit has been put on their freedom, they are more likely to accept it without feeling undermined.

On the flip side, try not to give your prospects more than two or three choices. If you give too many alternatives, your audience will be less likely to choose any of them. Structured choices give the audience the impression of control. As a result, they increase cooperation and commitment.

Offering choices is also called "binds." Each option offered gives the persuader what he wants without making him appear as if he is restricting freedoms. When you use the word "or," the very op