1. Know your audience.
Psychologists characterize people by the primary process they use to make decisions. "Thinkers" tend to rely on facts and logic to make decisions using their conscious mind, while "feelers" trust values and emotions, manifestations of the unconscious mind. Of course, no one is entirely one type or the other; thinkers can feel deeply, and feelers often rely on logic. Nevertheless, your message will be more persuasive if you initially matches your audience's primary encoding.
How should your story differ for each type? Thinkers are likely to respond better to cold hard facts about the industry, company, and management, as well as irrefutable logic reinforced by statistics and spreadsheets. On the other hand, if you are working with an audience of feelers, the product's effect upon users, as well as the style of the presenter, is likely to be more important. Often, how you communicate is often more important than what you are communicating.