1. Be subtle and surprising: Don't spell everything out, and go from mystery to insight. 2. Make it worth-while to listen by promising fun, safety, a shortcut, an insight, etc. Be exceptional. 3. Personalize your messages by appealing to the limbic brain and our senses: "Here's what our product can do" vs "here's what *you* can *experience* with our product". 4. Kindle empathy by telling a story about yourself or someone concrete, and let the audience *feel* that person's struggle towards success. 5. Engage your audience through suspense and let them wonder "what's going to happen next?"