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from the 7C's of Persuasion
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The 7C's of Persuasion
This is a "must have" list of communications elements for convincing and influencing your most important audience. Consider this example:
The CEO of a young company was 45 minutes and 25 PowerPoint slides into a presentation when the potential investor interrupted the presentation to ask a question, "What do you do and for whom do you do it." Not only had the CEO not effectively captivated the prospective investor, the presentation had not clearly articulated the service the company provides, nor with whom they do business. To say the least, the CEO wasn't being persuasive.
The 7C's of Persuasion, developed by Rick Cram, provides a rock solid and powerful framework for convincing and influencing your most important audience. This has been tested through over 25 years of professional experience and addresses every aspect of communicating and rationalizing what you are selling (whether it's a product, service, or an idea). Furthermore, these give you the advantage of making a pre-emptive strike against objections that may arise.
One of the 7C's ... and what the CEO could have led with ... is this:
Case histories
The use of success stories helps your audience visualize the benefit and value of your product, service or idea. And it invites your listener into your message.
A common structure of a case history consists of a situation, a solution and the results it produced.
Lead off your next presentation or speech with a concise case history or story that illustrates a theme or an important part of your message. You'll do yourself and your audience a favor.
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