1In this book, you learn why professional communication is often ineffective, and how to fix it. You learn how to structure informational, inspirational, and persuasive messages to grab attention and prove your point effectively. You also learn some of the most important theories of communication. This book shows you how to use the concepts of 'saliency, intensity, and stability' to frame a message, how to use the objection-prediction model to build rapport with audiences, and how to use the 'past-present-means' structure to appeal to your audience. It reveals many variations of the common "three-point" structure, which build on the standard framework many people use to structure their presentations. It also shows how the APP method can help you draw your audience into your persuasive message by opening with empathy and influence.