These are some of the questions you should ask yourself before crafting any speech:
Who is my audience? – By that, you will define the language to communicate to them.
What are their interests? – By bringing those to your own story you will attract their attention.
What is their pain? – By empathising with their pain, you will create a bond, a connection. By bringing a solution to their pain, you will be in business with them.
What do I want them to take home after my story? – Your Call to Action, which should lead you to engage further with them in the near future.