Show, Don't Tell
If you have to TELL your audience that they should care, you're screwed. The motivation for why they should care should be an inherent part of the story, scenarios, examples, graphics, etc.
For the love of god, DO NOT start with history! If I read just ONE more book about the web that starts with a history of the internet, I will have to take hostages. Seriously.
This fun and chatty post is filled with serious strategies to hook your audience and make you a better writer and speaker. Definitely worth a read.
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