“I try to leave out the parts that readers tend to skip.”
Most messages, spoken or written, are designed from the speaker’s point of view. That’s upside down. Imagine you’re the audience. What would capture your attention?
Sometimes, I ask audiences what they’re really thinking about. They say:
I’m thinking about my To Do list, and all the things I’m not doing, because I’m sitting here, half-listening to you.
Gluten. Why is everyone so obsessed with gluten-free food? Is gluten poisonous? I just ate a muffin. Did it have gluten? Am I going to die?
In one word: me.
The point is, your audience is probably not thinking about ...