In a world of short attention spans, you have seconds, not minutes, to create genuine interest from your audience. It's not just about a good opening line; it's about giving your audience, whether a single client or a crowded room, a reason to listen--to be "fascinated."  But as Sally Hogshead explains in her book, triggering fascination is just as much Science as Art.

Hogshead identified 7 mental triggers for fascination in her studies:

1. Power: Take command

2. Passion: Attract with emotion

3. Mystique: Arouse curiosity

4. Prestige: Increase respect

5. Alarm: Create urgency

6. Vice: Change the game

7. Trust: Built loyalty

Or, consider the advice of a friend of mine who has built several successful startups.  When faced with any new pitch, he always asks, "Which of the Seven Deadly Sins to this offering satisfy in a potential customer?"  You should have at least two to be successful.  Here's a hint: you can never go wrong with vanity and envy.  Just ask Mark Zuckerberg.

Individuals generally have a primary and a secondary fascination trigger.  On her website, Hogshead offers a test to identify yours.  Before your next presentation, ask yourself: What triggers dominate your audience: are they keen to be tugged emotionally?  Do they need a show of leadership and strength?  Do they want inspiration for change?  Keeping these triggers in mind will help you tailor your presentation to keep your audience hooked from the start.

For more information, check out Hogshead's full Ted Talk or her book, Fascinate, available on Amazon.