18 con . tent Holding Interest • Start with a hook • Have a point • Timing is everything • Be vivid with details Building Connection • Tell personal stories, but make them relevant to the topic • Share thoughts and feelings A Good Ending • Move the reader towards the "lightbulb moment" • When you get to the end, stop The Architecture of the Story: As the late writer, director and journalist Nora Ephron famously said, “Everything is copy.”
RkJQdWJsaXNoZXIy ODQxMjUw