This document discusses techniques for motivating audiences and understanding their characteristics. It outlines identifying the primary, secondary, and key decision makers in an audience and understanding their knowledge and attitudes. It recommends appealing to an audience's growth needs using Herzberg and Maslow's theories of motivators like achievement, recognition, and group affiliation. The document also presents the Four C's Model of character traits - Comptroller, Commander, Collaborator, and Crusader - which tend to work alone or with groups and maintain or change the status quo through different approaches like procedures, accomplishing results, or accomplishing a "dream." Students are assigned to write a note on the Four C's Model.