Get on board: (what is going to make people get on the train and journey with you?)
What do I want people to know? Why do I want people to know it? What do I want people to do? Why do I want people to do it? What do I want people to feel? Why do I want people to feel it?
State
Explain
Illustrate - Facts
Illustrate - Opinions of other people e.g. quotes, endorses
Illustrate - Anecdote - story, drug of the human brain
Illustrate - Metaphor - it’s a bit like, not explain it all but illustrate it
