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, use the imperative, compliment and flatter your audience, use strong adjectives, use humour, address potential objections, start with surprising, shocking, or wrong information, use analogy and simile, make the audience agree with you from the start, use social proof (refer to figures of authority), 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,

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