It a story doesn’t make you laugh or cry, and better yet both, it’s not much of a story. Martin Daniel
Seth Godin observed that with all the messages we receive five to ten keywords are what we are looking for in the moment. So if your article is 1000 words what are the five that need to be brought to the top so that the rest of your content will be read.
The other important change in communication WHO is working to achieve is to move ourselves and audiences from a broadcast mindset to an invitation for conversation. The percentage that will engage in this activity is small, but skip this intention and you are just another voice making noise and not engaging with your audience.