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biggest benefits in your Big Promise.
Cover the EDGE Benefits: Audience members are motivated by different things. Some are motivated by the prospect of making more money. Others are motivated by having more time. Others want more enjoyment.
    In his book, World Class Speaking, Craig Valentine talks about the EDGE Benefits. He classifies the different types of benefits that motivate audience members into the acronym EDGE, which stands for:
Esteem: More confidence
Do More: Doing more in less time, achieving more
Gain More: Gaining more money, gaining more time
Enjoy More: Having more pleasure, more fun, more enjoyment, more happiness
    If you can include at least one benefit from each of the EDGE elements, you’re likely to have covered the needs of all your audience members.
Make Your Benefits Specific: Make your benefits as specific as possible. Instead of saying, “You’ll sell more,” say, “You’ll double your sales.” Instead of saying, “You’ll be a better speaker,” say, “You’ll become twice as good as when you first came in.” Instead of saying, “You’ll lose weight and look great,” say, “You’ll melt away all the fat and have washboard abs.” Specifics create excitement because they paint a clear picture of the benefits in your audience’s minds.
Make Sure You Can Deliver on Your Big Promise: Make sure you don’t make any Empty Promises, otherwise your audience will feel cheated and manipulated. I once saw a speaker who, at the beginning of his presentation, promised that he would reveal to us a formula that would guarantee that we would win more than 95% of the time when playing poker against our friends. As a poker player, I was tremendously excited to hear this formula. Maybe it was a new mathematical strategy that would help me win more money? Unfortunately, later on during the presentation, the speaker said: “There is no formula that will win 95% of the time.” It was a huge disappointment and I felt cheated. Although the speaker did make some other very good points about how to calculate poker odds, I walked away from the speech feeling manipulated and disappointed.
    Note: Your Big Promise doesn’t always have to be explicit. It can be implicit. Let me explain. Consider Simon Sinek’s TED talk opening again:
“How do you explain when things don’t go as we assume? Or better, how do you explain when others are able to achieve things that seem to defy all of the assumptions? For example: Why is Apple so innovative? Year after year, after year, after year, they’re more innovative than all their competition.”
    Simon doesn’t state explicitly that his audience will learn why some people and companies seem to achieve success when others do not. Instead, it is implied through the questions he asks.
    If you’re unable to make an explicit Big Promise, use questions to make an implicit Big Promise to make the audience curious and hungry for your information.
    INLCUDE A PAIN STATEMENT
    People are motivated by two things:
Gaining Pleasure (i.e. Benefits): People take action because they gain some benefit out of the action. They gain happiness, confidence, wealth, etc. In your presentation, the Big Promise provides your audience members with compelling benefits that motivate your audience members to listen to you.
Avoiding Pain and Loss : People are motivated by avoiding pain and loss. In fact, research shows that people are more motivated to avoid loss than they are to gain benefit of an equal amount.
    Thus, apart from the Big Promise, your presentation opening also needs to highlight the pain your audience members currently are suffering from. You need to insert a short Pain Statement after your Big Promise to motivate your audience to listen to you by pointing out what they currently are losing out on.
    For example, let’s take some Big Promises and attach short Pain Statements (in italics) to each one to see how they would look:
“Over the next 15 minutes, we’re going to discuss