Whether in a tweet, headline or email subject line, you need six or fewer strong words to yank someone’s attention away from Tinder or TikTok. 2 One strong first sentence, or “lede”: Your opening sentence should be the most memorable—tell me something I don’t know, would want to know, should know. Make this sentence as direct, short and sharp as possible. 3 Context, or “Why it matters”: We’re all faking it. Mike and I learned this speaking to Fortune 500 CEOs. We all know a lot about a little. We’re too ashamed or afraid to ask, but we almost always need you to explain why your new fact,
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