Today we are overwhelmed with messages coming from radio, TV, newspapers, billboards, and myriad social media. Which ones are most valuable? Which ones hold our attention?
Here are three interesting statistics: the length of an average local TV news story is 41 seconds. The most popular lengths of TV and radio commercials are 30 and 60 seconds. And today, the average length of a movie scene is only 90 seconds.
What’s the message? Grab people’s attention with the first sentence. Get to the point quickly. Make sure to reinforce the main points you want the reader to remember.
Who are the all-time masters of this art? One of the first was Aesop, and we’ll talk about his fables in an upcoming chapter.