Communicate one simple (core + compact) message. Proverbs are ideal. The golden rule. Surprise people to get their attention. Interest people by letting them know how they will do things and then fill in the gaps of how they will do things. Explain using concrete terms and concepts that you can examine with your senses. Prove credibility using numbers, studies and testimonials. Make people experience an emotion. Use stories to explain how it will happen. What is uncommon sense about your message?. Percentages are easier to understand than big numbers. Here's what you know. Here's what you're missing. Give people enough context so they care what comes next. Sequencing information is good. Explain through concepts you can examine with your senses. Get people to care by referencing what you're offering with something they already care about (they care about themselves)