The Weltchek Weekly

Not at the beginning.

The quickest way to lose your audience is by reaching back. Telling your readers something they already know or making general statements aren’t attention-grabbers either.

We have a natural tendency to want to set the scene before we get to the main point. We hold on to the tasty bits for a little too long. Resist the urge.

If you’re inviting people to attend something, invite them. Let them know what’s at stake. If you’re writing a press release, start with the news, not the context for the news.

Sometimes you can hook your reader with a quote or an anecdote.

But whatever you do, push yourself to push up what’s most important. It might feel awkward at first. “Wait,” you might think, “the reader’s not ready.” But I promise you, she is.

Here’s a trick: After you’ve written your first draft, move the information on the bottom of page one to the top. Chances are that’s where it belongs.