Appeal to their emotions to make them relate to your subject matter. Your introduction can be original, but cannot be silly. The paragraphs that follow must relate to your introduction. Use Transition Applicants continue to ignore transition to their own detriment. You must use transition within paragraphs and especially between paragraphs to preserve the logical flow of your essay.
Transition provides the intellectual architecture to argument building.
The conclusion is your last chance to persuade the reader or impress upon them your qualifications. Consider linking your conclusion to your introduction to establish a sense of balance by reiterating introductory phrases. Redefine a term used previously in your body paragraphs. End with a famous quote that is relevant to your argument. Do not try to do this, as this approach is overdone.