The most effective strategy, in my experience, is to tap into a controversial point that your audience already holds and then back it up with data that you have to confirm their suspicions. The second strategy is to share something uniquely helpful with your audience that makes them better at some meaningful aspect of their lives. I use both of these techniques repeatably, but in my experience, the “controversial with data” technique is way more effective than being “helpful”. More on that later, but first, here’s how to execute on both.