The opening and the close
The first thirty seconds and the last thirty, which decide what people remember of you.
Why these two moments concentrate attention
Attention is at its highest at the beginning and at the end. The middle is where people drift most easily.
In other words: work on the opening and the conclusion more than on anything else, and write them word for word, which is the only part of the text worth drafting.
The six openings that work
A question that concerns them. How many of you have reread an email three times before sending it? It involves the audience from the first second.
A figure that surprises. We spend twenty-eight per cent of our working day in our inbox. A precise figure beats a round one.
A short story. Forty seconds maximum, in the first person, with one concrete detail. It is the most powerful opening and the most underused.
A counter-intuitive statement. Motivation is useless. It creates a tension the audience wants resolved.
The rest is part of the Confidence & Charisma module
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