Give the reason or benefit the audience may expect

One of technique is provide the incentive or reward the listeners if they do what you have asked in the point.  I think it is a sort of human nature that some people don’t want to waste their time or lose anything. So, it is a very effective way to explain the reason or benefit to the audience. Also, it is important to be sure the reason is relevant to the example.  

It says “If you tell of your experience in saving money by buying a used car, and urge your listeners to buy a second hand car, you must emphasize in your reason that they, too. You should not deviate from the example by giving as your reason the fact that some used cars have better styling than the latest models.”

Also, It is quite possible that we can give several reasons to back up our points and all of them may be relevant to the example, However, it suggested to choose one outstanding reason or benefit and rest your case on it.

It is like an advertisement on a TV or magazine, because in the short talk to get action is a magic formula to be the most effective and persuasive method.

I think it goes the same way for the presentation that we typically do at work. If I look at the presentation slide which is presented by senior management team, it is very simple with fewer words. They use the same technique to only show the key words in the slide without any long explanation with a fine print. So, it is important to remember an advertisement which is very effective, persuasive and powerful.