Having established the action your audience should take at the end of your presentation, you now have a destination for your speech. It’s a bit like driving a car; if we simply took the most attractive turn at each junction, we would never reach a chosen destination. You now have a way to structure the presentation that will make your audience feel confident that you know what you’re doing. Because you do.
The story you are about to tell needs a start (where the audience is right now) and an end (your destination). When I asked you to define your audience, I also asked where they were in relation to your topic.
To recap, the definition of your audience defines the tone of your presentation ...