Do we read anymore?

The answer is, kind of. We have become a "skimming" society, as we are constantly bombarded with information. Some good, much useless.

That means your message must be compelling and compact. If you don't catch their attention in the first few sentences, or the first 30 seconds, "bye, bye".

You also have to ask yourself that if "they" (your customer, boss, employee) only read the first few sentences/paragraphs, would that be enough for them to at least walk away with a good understanding of your message?

Bottom Line...Less is more and don't bury the message.