The reality is that most listeners are thinking, "Why do I need to know this?" "Who cares?" and "What's in it for me?"

Here are three simple magical phrases to use in your presentations and conversations to keep your listeners interested and understanding exactly why they should care.

Magic Phrase #1: "So that you..."

Example: "Let me share with you the history of our company so that you feel comfortable doing business with a proven leader."

Magic Phrase #2: "What this means to you is..."

Example: "Our company provides round-the-clock technical support. What this means to you is that your potential down-time is significantly decreased compared to your current situation."

Magic Phrase #3: "The reason this is so important is..."

Example: "I've been conducting these programs for twenty years. The reason this is so important is that you are receiving time-tested materials, proven in the real world over and over again."

As you prepare and deliver your presentations, put yourself in your listeners' shoes – an adjust your presentation accordingly.

Any time there is room for doubt as to how the information impacts the listeners, use magical phrases like those above and your listeners will indeed be listening.