Getting people to attend an event, join your group, or contribute to your favorite cause is actually a form of public speaking that looks “natural†and deceptively easy.  The reality is that many of the people who are effective in persuading others to come to an event, become a member, or fork over money have usually received some kind of training.

Here are a few pointers to help you come across as inviting and influential, drawn from the world of public speaking, selling and fundraising, whether you’re doing an informal invite, trying to land a new member, or a more formal “ask:†They can apply to getting new clients or customers, too.

    1. Think about what’s in it for the person you’re approaching, not just for you and your organization. What are the primary benefits for them to do what you’re asking and how can you clearly and quickly convey them? Remember, they won’t care about what you’re talking about until you make your words relevant to their own interests and needs.
    2. Consider using either direct or indirect benefit words to support your request. Identify two or three from the lists below and weave them into your conversation. Some direct benefits include improvement, less work, money saved, problem solved, safety, satisfaction, comfort, convenience, enjoyment, less stress, increase odds of success, conquer fears, entertainment, and health. Indirect benefits you can cite are popularity, affection, appreciation, approval, belonging, friendship, prestige, promotion, recognition, and respect.
    3. Ask for help! I recommend that the senior management in your company and other experienced leaders, or your nonprofit organization board of directors create action word models that newcomers can follow to increase the odds of success in their outreach efforts.
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What kind of words will connect to your audience best?


Below you will a list of benefit words to consider using to motivate your audience to take action. Check off the benefits below that you expect to offer in your message.


Save money
Become more competitive
Save time
Look good
Obtain peace of mind
Lose weight
Achieve success
Become more profitable
Increase energy level
Improve health
Improve image
Add to sex appeal
Conquer fears
Feel better about themselves
Deal better with employees
Reduce stress
Increase the odds of success
Improve status
Build wealth
Be better athletes
Improve lives
Become better parents
Strengthen relationships
Earn better grades
Raise scores
Raise more money
Negotiate more successfully
Learn to improve

Download the full working sheet

The previous list was excerpted from our eCourse Speak Your Way To The Top. Now, you can download the complete fillable PDF for free. In it you will find more Direct and Indirect Benefit Words and learn how to properly connect them to your audience in your message. Click here to Download.



You know what you’re talking about, right? But the challenge is getting the results you want, how to put together the right words and ideas to convince others. Get on the winning track fast with our FREE new 5-day miniCourse, Present Your Expertise. Why wait? No cost or obligation. Enroll now and get started! You’ll be glad you did.