Thanks to Beatrice for this Frugal Baby Tip!
I always try to get my squirmers to look for something - "Do you see any bugs on the ceiling?" "Do you see any birds in the sky?" (our changing table has a window next to it) - or ask them something they have to think about- "What would you like to drink when we're done?" etc... It works well enough most of the time - the other times, I just hold them down with one foot, hold the diaper with the other, pins in one hand, cover in the other... ;) (just kidding!)