CHAPTER 8GETTING YOUR AUDIENCE ENGAGED
"THE DIFFERENCE BETWEEN THE RIGHT WORD AND ALMOST THE RIGHT WORD IS THE DIFFERENCE BETWEEN LIGHTNING AND A LIGHTNING BUG."—MARK TWAIN
Most people feel anxious when they’re asked: “What business are you in?” That is perfectly understandable.
The fact is the cliché, “You never get a second chance to make a first impression,” is absolutely right. And the way you answer the question, “What do you do for a living?” usually determines whether or not people will want to listen to what you have to say.
That’s why you want to get your audience engaged immediately. You do that through creating a So What Positioning Statement, which is designed to cause your listener to want to know more about you and what you can ...
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