Quick Tip: Answer the Question ‘Why Should I Care?’

The average person in business receives too many memos, e-mails and news alerts in a given day to pay close attention to all of them.

Unless you can communicate quickly  what value will come from reading your information, they may not even get past the heading.

Assuming you are distributing something that has value to people, it’s your responsibility to signal that value in the first few words.

And if you can’t think of a reason people would find the information valuable, maybe you shouldn’t be wasting their time with it.