The Three Levels of Communication

What do you want the audience to KNOW?

This is where most speakers start and stop. 

But the truth is that if that's all you set out to do, you will not achieve any of your objectives. Your words will stop at the listeners' ears and go no further. If all you are doing is handing out information, you might as well be giving out sleeping pills! 

If you want to really have an effect on your audience you must ask a second question:-
What do you want them to DO?