• in letters to the editor
  
• in fundraising letters
  
• in books
  
• in personal relationships
  

so.... lead with your best material!

• The failure to practice properly:
  
• in front of the mirror
  
• into a tape recorder
  
• practice makes permanent!
• The absence of a well-defined thesis
  
• what's my main point?
  
• try to define main point simply enough that it would fit on a bumper sticker
  
• everything should tie in and be relevant
  
• Not focusing on your target audience
  
• determine age, education, whatever's relevant
  
• determine what your target audience knows about you and your message
  
• A poverty of passion
  
• audience deserves your best
  
• if you can't muster up passion, get a new topic
  
• step into your energy (not away from it), demonstrate your energy
  
• Blowing the beginning
  
• maybe you forgot about the first 4 minutes
  
• start strong
  
• create a good first impression
  
• A feeble finish
  
• people should leave the room with a great impression
  
• sometimes helpful to write the ending first
  
• Failing to write a speech script
  
• write out your main points
  
• sit down with somebody and write an outline; discuss it and take notes