不论问题是什么，是不是还争论不清的，讲演者都有责任把自己的重点和对行动的请求讲得容易让听众理解和行动。其中，最好的方法就是要明确。如果让听众增长记忆人名的能力，可别说“现在便开始增加你对人名的记忆次数”，这样也太笼统了，无从做起。不如说：“从你遇到下一个陌生人开始，在五分钟之内就重复他的姓名五次。”No matter what the issue is, controversial or otherwise, it is the speaker's responsibility to word his point, the request for action, in such a way that it will be easy for his listeners to understand and to do. One of the best ways to do this is to be specific. If you want your listeners to improve their ability to remember names, don't say: "Start now to improve your memory of names." That is so general it is difficult to do. Say instead: "Repeat the name of the next stranger you meet five times within five minutes after you meet him."

演讲者给予明确的行动指示，比概略的言辞更能引发听众的行动。说“在祝康复的卡片上签名”要远比劝听众寄慰问卡或写信给一位住院的同学更好。Speakers who give detailed action points are more apt to be successful in motivating their audiences than those who rest upon generalities. To say: "Sign the get well card in the back of the room" is far better than to urge your listeners to send a card or write a letter to a hospitalized fellow class member.

至于使用肯定或者否定的方式来叙述，应该取决于听众的观点。两种方式之间并没有好坏之分。以否定的方式说明应该避免的东西，就比肯定陈述的请求对听众更具说服力。“不要做个摘灯泡的人”，是若干年前为销售电灯泡而设计的广告，这句否定的措辞收效就很好。The question whether to state the point negatively or positively should be answered by looking at it from the listeners' point of view. Not all negatively phrased points are ineffective. When they epitomize an avoidance attitude they are probably more convincing to listeners than a positively stated appeal. Don't be a bulb-snatcher was an avoidance phrase employed with great effect some years ago in an advertising campaign designed to sell electric light bulbs.