have  to  determine  just  what  the  limited  objective  will be. One of the keys to success in any talk is knowing exactly what you are going to cover in the time allotted. Notice that after the preceding examples of attention steps there appeared in parentheses a transition and a statement of exactly what the speaker was going to cover. These sentences are the result of a broad, general subject,   such   as   “The   North   Atlantic   Treaty Organization (NATO)” being cut to a specific portion of that  subject.  Moving  from  the  general  subject  to  a limited  portion  of  it  is  called  “limiting  the  objective.” Since  most  subjects  are  much  too  broad  to  be covered  completely  in  the  time  allocated,  let  us  take  a broad subject, NATO, and see how you, the speaker or speech writer, can select a limited objective from it. One of the easiest ways for you to start is to conduct a question and answer period with yourself. The major consideration in cutting the subject is the time you have in which to speak. For example, if you had only 10 minutes  to  talk  about  some  aspect  of  NATO,  the  cutting process might look like this: l Can I tell everything about NATO in 10 minutes? Of course not. It will have to be cut down. .   How   about   explaining   the   organizations   of NATO:  the  civil  organizations  and  the  military organization with its four major commands? Too broad-more  cutting  needed. . How about one, two or three things about each various  organization  within  NATO?  The  one, two or three idea is fine, but I cannot adequately cover  one,  two  or  three  areas  of  each  and  every organization  in  just  10  minutes. . How about briefly tracing the history and overall mission  of  NATO,  and  then  explain  the importance of just one command within NATOs military  structure?  Process  completed. Remember, the second part of an introduction is called the limited objective. It is simply a one-sentence statement of what you are going to talk about in the time allotted.  When  condensing  the  above  limited  objective concerning NATO into key words, it might appear on your key word outline described in figure 6-1 as follows: For  the  subject: THE  NORTH  ATLANTIC TREATY  ORGANIZATION B.  Limited  Objective-NATO's  history  or  mission and importance of Allied Command Atlantic. MOTIVATION A  fine  imaginative  attention  step  is  a  sure  way  to begin your talk. Follow this with a simple statement of what you are going to cover by stating your limited objective, and the audience becomes aware of what you are  going  to  say.  If  you  proceed  directly  to  the explanation  or  body  of  your  talk,  you  stand  a  good chance  of  losing  the  attention  of  half  the  group.  Why? Because, in most cases, that audience does not care about  what  your  limited  objective  might  be.  If  you assume they will be polite and listen to you, you are undoubted y ignoring the many times you have “tuned a speaker out” because you did not think what he would say would benefit you. To prevent this, it is necessary to make sure that your objective appeals to your audience. Therefore, the third portion of an introduction is called motivation and is simply calculated to show your audience how they will benefit  should  they  spend  the  next  10  minutes  listening to you talk about your limited objective. Very  few  individuals  are  moved  to  action  without first  being  motivated  to  some  extent.  The  wish  to impress someone important to you motivates you to be sure you look your best when meeting that person; the desire to qualify for advancement is motivating you at this moment to read this sentence. Advertisers use the process  of  “motivating”  continuously,  and  whether  you buy  one  product  or  another  usually  depends  upon  the skill of the advertiser in convincing you that his product is more suitable  for you. Those last two words, “for you,” are essential. The underlying theory behind all these examples is the same: ‘Take this action or buy this product and you will be better off.” Getting that audience to sit up and say,“That is for me!” will result in an attentive group throughout your   talk.   There   are   many   different   and   varied approaches for motivating audiences. For example, you might  appeal  to  the  audience’s  pride,  loyalty,  fear, acquisition  and  independence. How do you know what will get your particular audience to listen? How do you know what appeal to use?  For  the  answer  to  these  questions,  you  will  have to  analyze  your  audience  (explained  later).  With  the  aid of this information, you should be able to predict some general   similarities   in   your   audience.   Use   these similarities  for  your  appeal. Once you make the initial appeal, it is necessary for you to include an example of that appeal to add reality. Simply saying, “Listen to me talk because what I have 6-9