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