The Mathematics Of Persuasive Communication
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you really want your readers to know, they won’t do it for you. They will get lost in your text and either give up or come out the other end not knowing what it is they have read.
What about the second element of the formula, de-emphasise what is of secondary importance?
That sounds easy enough. You don’t want key information and ideas to get lost in details. If you clearly emphasise what is of key importance – via headlines, Italics, underlining, or simply how you organise the information – then whatever is left over is automatically de-emphasised.
Now the only thing left to do is eliminate what is of no importance.
But how do you distinguish between what is of secondary importance and what is of no importance? Once again, this requires judgement, which is helped by the following very important test.
Secondary
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