That’s how many words get scanned the first time through. Perhaps five on a billboard.

Which means that your memo, your ad, your announcement, your post–you get ten words.

Highlight the ten of the 1,000 you’ve written. Which ten do you want someone to scan so that they’re intrigued enough to slow down and read the rest?

If you can begin with the ten words and write around them, you have the foundation for an effective message.

As Jay Levinson said, the best billboard ever said, “Free coffee, next exit.”

What do we see when we scan your work?