Get to the point

Clear writing helps you make your point, but only if you get to the point before your readers flee or fall asleep.

In your first paragraph, don’t lower your credibility with puerile language, grammar errors, or poor sentence construction.

Then, try not to use too many words before you get to the point.

Example

For example, “Cassandra” wrote a 796-word article about how to stop executives from implementing dumb communication ideas. She spent 406 words, more than half the article, describing the problem and teasing her readers with claims that her solution was magic and powerful.

Finally, at word 407, she got to her point, with “Here’s how to do it: Start by…”

I wondered how many readers were still paying attention. (I was; but of course I was not seeking content, but evaluating the article as a “how not to write” example.)

The Takeaway: If you have a point to make, make it early in the copy. Get to the point before your readers flee or fall asleep.

See disclaimer.