Wattage or the ability to get and keep attention is a trait that can be learned. You may never transmit the electric current of an Alec Baldwin or Diane Sawyer. But you can become more effective in your messaging, both oral and text. And you can teach yourself (DIY) the tricks.
The first two DIY lessons on this blog were to learn to listen and to stop focusing on yourself, that is, being self consciousness. The third leson is:
Figure out what the other guy or girl wants.
The genius of great salespeople, ranging from Bill Clinton to Lady Gaga, is that they search for what others want. They just don't dish out a generic message. They custom-make the whatever for that specific person on group. That's why marketers are always searching for information and insight about buyers.
For example, suppose you or your clients want to publish an opinion-editorial advocating interest rates remain low. What advantage would that be to the constituencies who read that publication? If there are diverse constitutencies with wants all over the map, then you have to address the key ones. No, you can't talk on a macro or abstract level.
Sometimes you might have to ask what it that someone wants. If a sales pitch is stalled, skilled businesspeople explicitly ask, "What would it take for you to buy?" When I was dragging my feet on purchasing a new car, the dealer asked that. I told him that it was all about the terms and conditions of the financing. The packages presented to me weren't doing it. He went back to the financing department. The sale was made. He is a high producer at the dealership. Yes, he has wattage.
In a global economy of glut, wattage has become a distinct competitive advantage.