Basic strategy of public speaking. Break speech into three parts:
Opening = Tell'em what you're gonna say!
Message = Say it!
Conclusion = Tell'em what you said!
Keerect. Those are also the 3 cardinal rules for technical writers (those and making the typeface on the published document large enough to read without having to use a magnifying glass). Not everyone who buys our products is 19 and has 20/20 vision.