Today I would like to give you guys another tip of how to keep the tension and therefore your audiences interest in your story. Let’s say you want to present the benefits of a product. For example a cleaning agent for draft beer dispensing equipment.

1. A.You could start listing the facts, such as: Well, it has a color indicator which shows you when the pipe is clean inside after the cleaning process; it’s easy to use, it’s very effective (believe me!) and it comes in powder form and therefore is easy to ship and store...
   Did I lose you? Well, it’s not your fault ;)
   

2. B.Or I should better have drawn a picture in your mind:
   Imagine you go to a coffee shop and order a cup of your favorite coffee. But when the waiter pours the fresh, great smelling coffee in your cup, you notice that there are traces of old dried-up milk in his jug. You would ask the waiter if he’s crazy and would demand a clean jug, wouldn’t you?
   With draft beer pipes its exactly the same: When you order your favorite beer in a bar, you would like the pipe of that dispensing unit to be clean - without remains of old stinky yeast and sugars, wouldn’t you? But how can you be sure that the pipe is actually clean inside?
   Well, if you don’t want to use a chain saw and cut it to open, you could use our cleaning agent that shows you when the job is done by changing it’s color. And our product has other features, too (...)
   

See what I mean? Draw the first scene (the dirty jug) and the last scene (the uncertain inner life of the pipe, which you want to be clean) and then explain how you move from start to finish. This will increase your audience’s interest and they will go with you from the first to the last scene.