Get To The Point

You have seven seconds to capture attention. That's about as long as it takes an average person to read up to this point.

If you managed to pique interest in the first seven seconds, congratulations. You're rewarded with a little leeway to be creative, overly descriptive, and perhaps even a little off topic.

But 67% of readers still have no qualms abandoning you at any time if you don't continue to earn additional time on the clock.

If you're telling a joke or a story, people are committed to listening. So the rules are different. But for advertising, news, or general works of non-fiction you need to get to the point quickly, add supporting information to reinforce or substantiate the point, and be done with it.

So stop wasting words.