Don't let your reader tune out (or edit) your brief

That's (essentially) the title of today's offering from J. Angelo DeSantis in the Recorder here. His point is that readers "also edit by skipping, skimming or forgetting portions of our brief."

[S]top your reader from skimming and skipping in the first place. Understand what triggers the reader to start skimming, and remove it—things like irrelevant and repetitive information. And ensure that when the reader gets to relevant information, the reader knows why it's relevant.

• Remove irrelevant and redundant information &
• Put down a container before you pour information