*Begin with the clear conception that the subject of
deepest interest to the average human being is himself.*
-- Horace Greeley


Was the founder of the old New York Tribune overly cynical or
simply realistic in his advice to a friend who planned to start
a newspaper?

When it comes to news, we seldom ignore exciting or shocking
events far away. But nearest is dearest for truly capturing
our attention, if not our hearts.

“What Greeley said is true,” say Campbell and Wolseley in How
to Report and Write the News. “Today—as a century ago—the news
consumer reads what interests him. This interest has its origin
in his expectation of some immediate or delayed benefit.”

What interests you? Perhaps your list includes health, wealth,
advancement, safety, achievement, companionship, entertainment,
and inspiration. Whether you’re writing a news story or a press
release, a white paper or user manual, a novel, a how-to article,
a routine e-mail message or a love letter, you communicate about
what you care about.

But will you reader care about it, too? When you write “grand
opening tomorrow” or “the scheduling software includes a genetic
algorithm,” will your reader care? Ah, that depends on the
benefits!

Grand opening tomorrow = products you need, 25% off.
Genetic algorithm = less down time, better throughput.

Your attention to unity, coherence and emphasis in your writing
will help you show others what you care about. But, if you want
your message to be understood and bring about a positive response
from your readers, remember nearest-dearest.


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ABOUT THE AUTHOR:

Malcolm R. Campbell is the author of The Sun Singer, a
quest/adventure novel available from major on-line
booksellers, fine bookstores and the author’s web site
at: http://www.campbelleditorial.com/sunsinger.html