I. Know Thy Audience
II. Organize Thy Message
- by topic
- by space
- by chronology
- by stock issues
- by the motivated sequence
III. Prove Thy Point
- Statistical Evidence
- Narratives and Anecdotes
- Testimony
- Visual Evidence
- Compare and Contrast
IV. Build Thy Credibility
- Trust - Character
- Expertise - Competency
- Dynamism - Charisma
V. Word Thy Message
- Vocabulary
- Figures of Speech, Alliteration and Assonance
- Vivid language
- Concise language
- Parallel Structure
- Imagery
- Humor
VI. Deliver Thy Message
- The transaction
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