Two goals: 1) Establish yourself as the more competent and preferred choice 2) Get people to act on your behalf
For 1, It's more than just customizing your content in anticipation of the other party's content and responses. You have to cater everything you can to your audience and speak on their level. Once you've got that down, you can explore various ways to usurp and minimize the other party.
For 2, well, a lot depends on what you're specifically trying to achieve regarding whatever you're talking about, because talking alone doesn't do much. Exploit intrinsic and extrinsic motivation simultaneously and in equal proportion.