Break it down into specific pain points to make it something they can relate to.

FORBES: Presentation Flow: A Fluid Delivery Gets Results

The home side needed something special after the break and barely a minute into the half they hit back when Collins raced on to Josh Wright's ball over the top and lashed into the net from the edge of the area.

BBC: Scunthorpe 1-5 Everton

It seemed to break down into an excess of photons, such that it might potentially reveal something unexpected about dark matter and the structure of space-time.

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