Find Your Objective

Your objective is your goal, purpose, or destination. It is why you are there. You can only have one objective. Every communication should introduce, reinforce, or help you achieve your objective. To clarify your objective, ask the following questions:

• Why am I going there?
• What do I want to achieve?
• Why do I want to have that conversation?
• Why do I want to write that letter?
• Why do I want to meet with this person?
• Why do I want that interview?
• Why do I want to address this meeting?

If two or more of your answers to these questions are the same, you have found your objective. There can be only one objective and it must be clear-cut and specific.

There may be times when it's a bad idea to state your objective overtly. This "hidden objective" can work as long as you know what the objective is.

Find the Key People

Go to the right person, that is the person who can give you what you want. Know as many facts as possible about the person or persons you'll be talking to. Identify with your listener. What does he want from you, and what one thing more than any other will get a favorable reaction from him?

Find the Right Approach

The right approach is the single thought or sentence that will best lead to your objective. It will also take into consideration the needs and interests of your listener. It will give you focus, and always keep you on track toward achieving your objective. To find the right approach, ask the following questions:

• What am I talking about?
• What's the basis of my game plan?
• What's the heart of what I will say?
• What's the single best statement that will lead me to what I want?
• Can I comfortably build a case around this statement?
• What other vital statements will fit within or relate to this one?
• Will this relate to the needs and interests of my listener?

If the answer is the same to any two of those questions, and relates directly to your objective and the needs and interests of your listener, you have found the right approach. The right approach without an objective is useless. The objective and the right approach are interdependent.

Find the Right Words

A hook is a statement or an object used specifically to get attention. The hook is the first statement of your message. It should relate to your objective, listener, and approach. It can be a question or a statement, and it can be dramatic or humorous. If it's a question, it must be answered. Anecdotes or personal experiences make excellent hooks. To find your hook, answer the following questions. Then reduce the answer to one sentence.

• What's the most unusual part of your subject?
• What's the most interesting and exciting part of your subject?
• What's the most dramatic part?
• What's the most humorous part?

The sentences you come up are the candidates for your hook. Now check them against the following questions:

• Does the hook lead to your objective?
• Does the hook relate to your listener?
• Does the hook relate to your approach?
• Will the hook excite or interest your listener?
• Can the hook be the first sentence in your 30 second message?

Your last step is to determine if your hook serves better as a statement or a question. A question is preferable. But remember, whenever a hook is a question, it must be answered. Catch people with the hook, keep them with a lively message, convince them of your point.

Develop Your Subject

The hook captures attention but to keep it, you need content. Ask yourself the following to help develop your subject matter, the body of your message:

• Know your objective
• Know your listener
• Know your approach
• What am I talking about?
• Who is involved?
• Where is it?
• When is it?
• Why is it?
• How do I do it?