This is a small door.
Make it easy to walk in the door. You are competing for people’s attention. That means that you have to go up against giants like Facebook, Coke, Nike, YouTube HBO, etc. They have more resources, but the rules are the same for everyone. Grab their attention. Tell a compelling story. Give them something they didn’t have before.
WHAT NOT TO DO: Hawthorne said, “Good reading is hard writing,” so take some more time and write less. Don’t follow the academics (I am one) and believe that you have to write a lot, use technical words, and ensure that you’ve covered every argument. Writing is a conversation between the author and the reader. Make sure it’s an inviting one.
Tom Wolfe who wrote in his introduction to the New Journalism, “Why should the reader be expected to just lie flat and let these people come tromping through as if his mind were a subway turnstile.”
Act.Learn.Lead 
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