Communication is the transfer of emotion. And emotions are best communicated through stories. Since the earliest days of human existence, important information was passed down through generations through story telling. With the absence of paper and pen, story telling was the best way to convey complex information in a way that could be easily recalled. And the emotional volume of the story helped to amplify the story's importance and memorability.
Great communicators tell powerful stories. The movie, Lincoln, demonstrates the power of story telling and gives a glimpse into why Lincoln was such a great leader capable of rallying others to the adoption of the 14th amendment. Go see Lincoln. It's long but well worth it.
Find ways to tell stories filled with emotional dynamics to capture the attention of your audience.