Theory: “SUCCESs”
What Is The Recipe For Success? …Its All About Making The Message Stick.
The Heath brothers (madetostick.com) break it down to 7 basic principals for SUCCESs:

Simple (noone likes complications)
Unexpected (surprise the viewer)
Concrete (use sensory language)
Credible (make it realistic)
Emotional (tap into the emotion of the viewer)
Stories (build suspense and tell a story)
s(pell it right)

Do you agree?