If no one cares, nothing else matters.
Not your products or services.
Not your values or mission statement.
Not even your donations to charity.
The best way to make people care?
Make a connection.
Talk in their words and images – not yours.
Make it believable – and entertaining.
Show that you understand the bigger picture – and your place in it.
Don’t overreach – remember what you are actually selling.
Make sure they can remember that and know what to do next.
David Trott has a wonderful piece on this over at his blog: http://davetrott.co.uk/2017/02/learn-the-law-of-diminishing-marginal-returns/