… is a question. Virtually all questions, as a headline, subject line, or opening line, kill reader attention.

Because when you ask a question up front, you push labor onto the reader before the reader knows you’re worth it.

People think questions are cheap easy engagement. They’re not. A great question is a masterpiece. There are no cheap easy masterpieces.

Good writing is you doing 100% of your work and 90% of the reader’s.