Tolstoy opens Anna Karenina with - “All happy families are alike; each unhappy family is unhappy in its own way.” Jane Austen starts Pride & Prejudice with - “It is a truth universally well acknowledged, that a single man in possession of a good fortune, must be in want of a wife.” And my personal favorite, by Charles Dikens in A Tale of Two Cities - “It was the best of the times, it was the worst of the times…”

Fiction writers start their novels with their best lines first. If you ask any writer how to write a gripping novel, they would recommend opening with your best line such that the reader is compelled to read the next one; and then doing the same with the next one. And on and on you go.

Saving the best for the last works only in award ceremonies. In all other situations, say the best parts first.

When interviewing someone, start with the best questions.
When brainstorming, throw out your best ideas first.
And, when writing emails, get to the point right away.

The modern world is full of distractions. Everyone is multitasking all the time. Even if your audience focuses on one thing, for now, they are just one push notification away from losing their focus. The window of opportunity you have is a small one.

Put your best material upfront.

Most people appreciate that. Assume that the reader is impatient. I like Seth Godin’s advice on this - Begin in the middle. Throat clearing isn’t necessary.

Best,
Kaddy

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