If you want something to stick then get your audience to:
1. Pay Attention - Make it Unexpected
2. Understand & Remember - Make it Concrete
3. Agree/Believe - Make it Credible
4. Care - Make it Emotional
5. Be able to act on it - Make it a Story
Above all... keep it Simple!!
That's it... that's all... and the most challenging one is apparently keeping it simple. You need to find the core truth of what you are trying to communicate and keep it there...
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