this step is to develop within your audience an image of the consequences of their choices. if you want them to do something, you have to help them create in their minds an image of the good things that will happen if they do what you want them to do. or, help them imagine the bad consequences of not adopting the policy.
action: the action step should move your audience to actually do something about your speech. to do this, you need to have some clear and specific action for them to take. “somebody should do something” only frustrates them, because they have no direction. even “give some money to this 