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Feature: "This printer prints X characters a minute." |
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Benefit: "This printer can turn out one of your 200-page proposals in X minutes. If your clerk prints out only 10 per day for these engineers, she'll be saving Y minutes." |
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Feature: "Our shelter provides 100 adult beds and 50 children's beds for the needy." |
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Benefit: "Your donation will provide temporary housing for 100 women who don't want to return to abusive husbands." |
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Feature: "Your corporate sponsorship of the seminar will pay for the keynote speaker's travel and lodging." |
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Benefit: "Your corporate sponsorship of the seminar will allow your site manager a five-minute introduction at the beginning of the program to overview your services." |
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Tip 301: Vary your intensity. |
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If you intend to build to a passionate appeal, you can't start out screaming. Consider how the singer begins with a timid croon, builds with up-and-down variations, and finally crescendos to a rousing finale. Do the same with your own delivery. |
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Tip 302: Increase your pace to increase comprehensionup to a point. |
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The typical listener thinks about six times faster than the average person speaks. When you want to keep others' attention, you have to increase your speaking rate. Otherwise, they take a mental recess. You don't, of course, want to speak so quickly that you don't articulate. Variety is the key. Slow down for complex technical information (if you can't skip it altogether) and speed up for the remainder of your persuasive points. |
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Tip 303: Personify abstract concepts or inanimate objects. |
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People have a difficult time dealing in abstractions. Because they are emotional beings, people respond to things they can touch, feel, and under- |
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