In her excellent book 100 Things Every Presenter Needs to Know About People, Susan Weinschenk lays out a research of making people pay attention to you backed 3 step process that are really impressed:
在Susan Weinschenk的著作《每个发言者都需要知道的关于人性的100件事》中，她提出了一种吸引人眼球的三步曲方法委实值得我们思考：

1) Start with what you know they believe.
第一步：从听众相信的开始说起

If you start your presentation with the opposite of what they believe, they may turn you off right away. For example, if you start a presentation to me by saying how amazing Android phones are or that Android phones are superior to iPhones, then you’ve likely lost me already. But if you start with an idea I agree with or know about— for example, how amazing iPhones are— then you have a chance of getting through to me.
如果你在发言一开始就说出了某些听众不赞同的观点，那么他们就会直接“枪毙”你。举个例子，如果你在演讲伊始就大谈特谈安卓手机有多棒，或者说安卓手机比iPhone要好，那么我可能已经对你的演讲失去兴趣了。不过，如果你从一个我赞同的观点开始说起，比如iPhone有多出色，那么我可能就会开始关注你的讲话了。

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2) Surprise people.
第二步：出人意料

One way to get past people’s filtering is to present them with information or an experience that they did not expect. For instance, I recently heard that over 50 percent of smartphone sales are Androids and only 33 percent are iPhones. That surprised me and made me stop and think, “Perhaps I should find out more about Android phones.”
想要发言能够深入人心的一个方法就是出人意料，提供一些听众意料之外的信息或体验。比如说，我最近听说智能手机的销售中有一半用的是安卓系统，iPhone只占三分之一。这一数据出乎我的意料，于是我就会停下来想一想：“也许我应该多了解一下安卓的手机。”

3) Set up a situation of cognitive dissonance.
第三步：设置一种会产生认知失调的情况

In 1956, Leon Festinger wrote a book called When Prophecy Fails. In it, he describes the idea of cognitive dissonance, which is the uncomfortable feeling a person gets when they are presented with two ideas that they believe might both be true. For example, if I believe that I am a person who cares about others but I don’t give money to charitable causes, then I now have cognitive dissonance.
1956年，利昂·费斯廷格（美国社会心理学家）写过一本书叫做《当预言破灭时》，书中阐述了认知失调的这个概念，即当一个人面对着两种他认为可能都是正确的观点时会产生一种心理的不适感。举例来说，如果我自认为是一个关心他人的人，但我却拒绝捐款给慈善机构，那么我就会产生一种认知失调。

The two ideas conflict with each other, and the cognitive dissonance will make me feel uncomfortable. I can either deny one of the ideas or change my behavior to get rid of the dissonance.
两种观点互相矛盾，由此产生的认知失调就会使人感到不适。这时，听众要做的就是否定其中一种观点或者改变自己的行为以摆脱这种认知失调的情况。