There are several techniques used capture the attention of your readers, who will likely give your message 10 seconds before they leave your website or delete your email.
“Burying the lede” refers to the failure to mention the most important or actionable items at the beginning of your message. “Starting with the why” means that you state the reason up front, so everyone understands the purpose of your message.
I recently received an email from my son’s elementary school that perfectly illustrates the importance of using these writing principles. The email is extracted below:
Subject: Front of school redesign
Dear Elementary A parents: