I mentioned that you must get across the power of your ability to back up your major claim. I have a really good way of doing that.

First, I bring up the major claim. Then I say several topics that would help me back up the claim. Then I touch on one of the topics by brining up several topics that support it. I can continue with additional layers, depending on how important it is to show depth, and on the sophistication of the prospect.

I’d better provide an example.

Mr. Prospect, our services provide (major claim). We are able to do this because (briefly state topics a, b, c, and d). Take (topic a) for example. We have perfected this through (briefly state topic a1, a2, a3, and a4).

You have just created a projection in the prospect’s mind. You have strongly implied that you can go into detail on each of the four main topics. Then you conveyed that there were four topics supporting “

each of the other topics. You did that by using only one of them as an example. But the implication is that you can “

actually go into detail on “

sixteen topics to support your major claim. And the impression is that you’re “

just getting started.