Book Summary: How to Get Your Point Across in 30 Seconds or Less

Mr. Frank says there are three main elements to any good message:

1. 1. Have one clearly defined objective.
2. 2. Make sure you're talking to the right person who can help you accomplish your objective. Know all you can about them and what they want.
3. 3. Use one clear approach.

He makes several other points that help to reinforce and make the above three elements more effective:

Start your message with a one sentence hook. This is a statement or question (he prefers questions) specifically designed to grab the attention of your audience.

The body of the message should answer the who, what, where, why, when and how questions. Use the following tools to make it more interesting:

• Imagery
• Clear, simple language
• Personalized stories and anecdotes that help demonstrate your point
• Emotional appeals

You should end with a strong close where you ask the audience to do something:

• Ask them to take action
• Ask them for a reaction
• Use a "hidden close" if appropriate
• A combination of the above.