In journalism there is a principle called "burying the lead." This is where rookie writers hide or don't even know the main interest story in the story. They bury it down the page and readers get lost early and lose interest. Great journalist know that they need to start with the lead, throw it out there early, spark your reader's interest and then spend the rest of the words on satisfying this interest.
As speakers we need to remember this principle. Start with your primary point. Spark their interest. Get them asking questions. Make it relate to them. Give your audience a reason to listen to you and they will!