Aim for brevity and word economy. Less is more. Edit out words to increase impact.
5. Make Sense. Write for meaning.
6. Be Accurate. Always stick to the facts and be truthful, no matter how bad the news. Avoid fluff and hype. Remember it has to be newsworthy.
7. Keep To One Sentence. Simplicity is the key to great lead paragraphs.
8. Provide Context. If you are introducing an organisation or person for the first time, put this in context by providing descriptive, detailed and meaningful words immediately prior to the company or individual name.
For example:
Thomas Murrell – poor, no one knows who he is!
International business speaker and co-author of Understanding Influence For Leaders At All Levels, Thomas Murrell – better and puts person in context.
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