Two of the biggest challenges of any presentation, newsletter, or blog is grabbing and keeping attention. The first step is to simplify your message enough to have a core idea. The next step is finding a clever way to package that core idea. For a presentation, start with a good story or attention grabber that mirrors your idea. For instance, if 25% of your prospect’s audience is missed by not advertising with you, try bringing bagels to the meeting with 1/4 of each bagel missing. For a blog, start with your core idea first. Don’t bury the lead. Your start needs to be relevant enough to contain your core message yet interesting enough for your audience to want to learn more.