（一）演讲的目的

As social animals, we humans find ourselves called upon to persuade other humans almost every day. 

Persuasion is one of the crucial skills of life.

Whether it's a formal presentation, speech, sales pitch（销售说辞）, seminar, jury summation, or a pep talk（鼓舞士气的讲话）, every communication has as its goal to take the audience from where they are at the start of your presentation, which is Point A, and move them to your objective, which is Point B.

Recognizing this truth is the best starting point for learning the art of persuasion. 

It's fine if your presentation is entertaining, eloquent, or impressive. 

But that's not your main purpose in offering it. 

Your main and only purpose is to move people to Point B. 

That's the point! 

When the point is not apparent, you have committed one of the Five Cardinal Sins（指下文中5个演讲问题）;

 when the point, Point B, is readily apparent, you have made your clarion call to action.

（二）演讲的问题

No clear point.观点不明

The audience leaves the presentation wondering what it was all about.

How many times have you sat all the way through a presentation and, at the end, said to yourself, "What was the point?"

No audience benefit.对听众无益

The presentation fails to show how the audience can benefit from the information presented. 

How many times have you sat through a presentation and repeatedly said to yourself, "So what?"

No clear flow.不够流畅

The sequence of ideas is so confusing that it leaves the audience behind, unable to follow. 

How many times have you sat through a presentation and, at some point, said to yourself, "Wait a minute! How did the presenter get there?"

Too detailed.过于具体

Most people mistakenly think that for the audience to understand anything, they have to be told everything. 

That's like being asked the time and responding with complete instructions for building a clock.

So many facts are presented, including facts that are overly technical or irrelevant, that the main point is obscured. 

How many times have you sat in on a presentation and, at some point, said to yourself, "What does that mean?"

Too long.太过冗长

The audience loses focus and gets bored before the presentation ends. 

How many times in your entire professional career have you ever heard a presentation that was too short?

When presenters commit any of these sins, they are wasting the time, energy, and attention of their audience.

 What's more, they are thwarting their own objectives.

（三）如何做有说服力的演讲

1、Starting with the Objective in Sight牢记你的目的

Point B, then, is the endgame of every presentation: its goal. 

The only sure way to create a successful presentation is to begin with the goal in mind.

2、Audience Advocacy听众至上

For the presenter to succeed in achieving the clarion call to action, the audience must be brought into equal focus with the presenter's objectives. 

To create that balance, I've coined the term Audience Advocacy.

Mastering Audience Advocacy means learning to view yourself, your company, your story, and your presentation through the eyes of your audience.

It's a simple concept, yet profoundly important. 

If Audience Advocacy guides your every decision in preparing your presentation, you'll be effective and persuasive.

3、Shift the Focus from Features to Benefits陈述利益而不是特点

One way to understand the concept of Audience Advocacy more fully is via one of the classic rules of advertising and sales … still emphasized in those professions today because it is so fundamental … the distinction between Features and Benefits.

Features are of interest only to the persuader; Benefits are of interest to the audience.

A Feature is a fact or quality about you or your company, the products you sell, or the idea you're advocating. 

By contrast, a Benefit is how that fact or quality will help your audience.

When you seek to persuade, it's never enough to present the Features of what you're selling; 

every Feature must always be translated into a Benefit.

Without Benefits, you have no Audience Advocacy.

4、Understand the Needs of Your Audience了解听众需求

You can create an effective presentation only if you know your audience: what they're interested in, what they care about, the problems they face, the biases they hold, the dreams they cherish.