How and why to include a call to action in every speech

Saying, ‘OK, now go do this,’ won’t resonate with your audience. Consider each of the four primary categories of performers, and appeal to their modus operandi.

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Yet, the turning point in every presentation doesn’t get mentioned enough—the call to action (CTA).

Your CTA—offered near the end of your talk—explains the audience’s role after they leave, and it specifies tasks to bring your ideas to fruition. It’s what makes your speech persuasive.

You must make sure your CTA lands with the people hearing it. Unfortunately, one size does not fit all; you’ve got to tailor your calls to action.

People respond to different CTAs based on their temperaments, daily activities and goals, so get to know your audience before you decide how to deliver their post-talk “to-dos.”

Four distinct personae in your audience can help with your CTA: doers, suppliers, influencers, and innovators. To get your audience to act, your CTAs should dovetail with their skills. Audiences have a mix of skills, so appeal to each of them in your presentations.

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