Content really is king, and writing compelling content is essential at a time when there is an overload of information constantly assaulting the senses. Eyes will automatically skim and you’ll lose them at ‘hello’ if you don’t get it right. Your opening sentence should grab attention, while keeping that attention means you need to answer a need/ question, inspire curiosity or evoke an emotional response. We are of the view that when it comes to content, less is always more. And rule number 1 is to always start by getting into the mind space of the people you are talking to. What are they looking for (including what they may not yet know!), and how can we best give it to them in as short a time as possible.