This article is an extract from Ralph's book, Making Business Writing Easy - what effective writers really do.
"The same week our fowls were stolen, Daphne Moran had her throat cut."
That's how Ronald Hugh Morrieson begins his New Zealand novel Scarecrow. Would you read the next paragraph?
Focus on the reader. You can’t be effective unless you do.
Most people say 'Oh I do that'. But they don't.