I was once advised to NEVER give a speech; rather, I was told, I should tell stories. The wisdom of that sage advice has been proven over and over, in my experience.
Similarly, a colleague of mine with whom I workded several years in the challenging endeavor of "rescuing" at-risk youth was fond of saying, "We've got to grab 'em by the imagination." Truer words have never been spoken.
Both strategies speak to the same dynamic: In order to get our message out (whatever it is), we must make an emotional connection with our audience, somehow. Stories work nicely, teasing the imagination works well, triggering curiosity is a great strategy. Regardless of how we do it, we must tug on the emotional strings of our intended audience in order to get their attention. THEN and only then might they be receptive to what we're trying to teach or tell them.
But, haven't we known that from our earliest learnings? "Once upon a time..."