Hear Like Your Audience
It starts with the first line. An old fashion thesis like we were all taught in Grammar School. It's not a mystery, it's the 1 of the old 1-2 punch. This message needs to land square on the audience's jaw. Not a brain teaser, a direct and deliberate message with clear meaning.
This brings me to your second point - know your audience.
I will put you in the shoes of your audience. Teaching you to eat, walk, and most importantly hear like your audience. Only once you hear like your audience can you speak to them. In other word's know what you sound like to them. The greatest hurdle is just getting your point across.
You want to see the difference?