How to develop a document or a presentation that would capture audience.  Understand first the objectives what you are trying to portray.  Understand your audience, what are their needs, what do they want to hear.  Strategize how you would influence your audience.  Often it is the emotion that sways people in the direction you want, not the facts or figures.  Then again, some people enjoy seeing figures that support the argument and can be objective when making the decision.   Also think how you going to create the document, maintain it, where you are going to store it, who is going to read it in the future?