Do:: use evidence (facts, numbers), tell personal stories, anecdotes, use I, You, We to identify with your audience, appeal to your audience's emotions, desires, fears, pride, compliment and flatter your audience, use strong adjectives, use humour, start with surprising, shocking, use analogy and simile, make the audience agree with you from the start, use social proof (refer to figures of authority), address potential objections, Don't:: appear superior to your audience, avoid repeating the same point, avoid questions, especially rhetorical ones, avoid colloquial language, refer to common belief statements, use your signature style, regardless of the audience, avoid the imperative - it's too patronizing, finish with wrong information or a misconception,

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