What Your Audience Should See and Hear

If you're trying to sell products, services or ideas to your audience the audience has to believe in you -- before -- they'll believe in whatever it is your selling.

The following is what your audience should see and hear when you speak:

• Warmth
• Sincerity
• Openness -- especially if your presentation is interactive  in nature or your have a  question and answer session 
• Enthusiasm

Of course they'll also be looking for reasons to believe that you are a trustworthy person by the evidence you  present to them and they'll expect you to be able to do this  with positive information about yourself and whoever else you might represent -- without restoring to unwarranted negative comments about the competition.

If you're going to do criticize or try to disprove the ideas of others make sure that you have all of the evidence you need and that you follow solid rules of arguing to make sure your proof holds up and lead to the conclusion you're aiming for.

(There is a very entertaining and informative  book on this subject called:  Thank You for Arguing by Jay Heinrichs, published by Three Rivers Press of New York.)