That 15-second commercial persuaded millions of people to run out and buy her fitness video. Your effective use of hooks when initiating conversations will get your listener to focus on what you have to say. Every individual has a desire for personal gain and if they perceive that they will gain something by following your persuasive lines of thought, they'll take action. In Fonda's case, she offered her listeners a free copy of her fitness book if they ordered her video within a specified time frame. This is an example of a material-goods gain.
Personal gain can take other forms including security, acceptance, success and wealth.
A person's innate fear of loss can also be effectively used to persuade that person to act in your favor. Because your boss didn't want to face the consequences if his department was responsible for losing the company's largest customer, he was poised to act when you offered him a viable solution to the problem. Your listener must fear losing something that's important to them before they will take action. Make sure every aspect of your presentation treats your listener with respect. Avoid making any condescending remarks.