Now that you figured out exactly what your goal is, let's figure out what will motivate the prospects you're speaking to to take the action, you want to actually hire you or give you that contract. So now let's step back. Let's not try to write the whole speech. Don't start with a PowerPoint, don't start building bullet points. Let's just brainstorm. It can be on a blank sheet of paper, it can be on a computer screen.

But let's just throw out ideas. Let's brainstorm on every possible thing you could say about your company, your business, your product, your service that might motivate someone to buy from you. Don't put an artificial cap on you come up with 50 100 200 ideas, put it all down. But now what I'm going to ask you to do is after you've come up with a full full laundry list, no holds barred. Now I want you to put them in priority and I will Want you to come up with your top five ideas? Your top five messages.

Now why do I say five? It's because I have trained people all over the world more than 10,000 people, six continents for 30 years. And I always ask people think of the best new business pitch you've ever heard. For that matter, the best speech you've ever heard, tell me every idea, every message you've remembered from that speech, that presentation, that new business pitch, and all yours. I've asked that question I've never yet had anyone mentioned more than five ideas. And that's only once every six months.

Typically, it's nothing or one idea or two ideas, sometimes three or four. So I operate under the premise that if you can actually communicate five ideas, you are going to be a world class presenter. Your new business pitch is going to be off the charts. And you're going to be extraordinarily successful. presuming the messages you communicate actually resonate with your audience. So this is for many people the hardest part.

But if you don't do this, everything else we do in this whole course, is kind of a waste of time, you need a basic solid structure for your new business presentation. And the solid structure is no more than five key ideas. That's the foundation of your presentation, because people just aren't going to remember more than that. Maybe they should. Maybe we're talking about an engagement with a major ad agency that's going to be hundreds of billions of dollars over the next 10 years. They should but they just don't.

So we might as well realize that because you can have the previous slides, have great hand gestures and eye contact if you're trying to communicate 189 things about your company or your product or your service. None of the other stuff matters. It's just not going to matter. So that's why it's crucial for us to have this firm, firm architecture, these blueprints for your business presentation. Because imagine if you're building a house, and you've got the most expensive marble, the most wonderful Redwood, cedar, fabulous Tiffany glass, but if you had no plan for the house, if you just started hammering things, putting things up mishmash, it would be ugly chaos, it wouldn't matter. If you had a million dollars worth of building materials.

If you don't have a sound structure. It's not going to work. So this is the most important part of what you're going to do. So don't short chain Don't try to do this in five minutes. If you got to take five hours, do it but brainstorm on every message you want to convey. And then narrow it down to your top five And he said better be reasons that are keenly of interest to your prospects that will actually motivate them to take the actions you want.

Please do it now.