Entertain before you inform

When he founded the BBC in 1927, Lord Reith used three words to summarise its purpose: ‘Educate, inform and entertain’. Entertainment was important because, as he so rightly realised, if your audience isn’t entertained, they won’t stick around to hear what you have to say.

Entertaining – or engaging – your reader is something that needs to happen right at the start of any written document. But how you do that depends on the circumstances of what you are writing, and who you are writing it for.

For example, if you’re making a business case to your financial director, you might choose to entertain your reader by simply highlighting the bottom line benefits, before you start broaching the subject of costs. In other instances, such as when writing a blog or an email, the trick may be to create a more dramatic title or introductory paragraph.

If what you have to say deserves an audience, make sure your writing earns one.

Consider:

• Headings that captivate
  Combine a zany title with a down-to-earth, hard-hitting subtitle.
• Make your point early
  Get to the point right at the start of your document – and justify it later.
• Create drama
  An opening that asks an interesting question or challenges the reader in some way will create some intriguing drama.
• Use creative devices
  Capture attention with a fascinating analogy (and then revisit it throughout your piece).