How can you be surprising?

Scientific studies on concentration indicate that: the more predictable a message is, the less attention it will receive. So, try to come up with something that someone never said before, or not in that way. It takes effort, yes, but it can be done. At anecdotage.com you can find a wealth of stories and anecdotes on the most diverse subjects. Try also to use proverbs and quotes. They freshen up your message and make it stronger, but only if you do it carefully, relevantly and in moderation. It can also help when you change the point of view of your argument. A story about coffee is different from the point of view of the plant, the roaster or even the mug.