Right information, wrong order

Would you like me to get to the point and tell you what might help you tweak your marketing, or maybe you'd prefer to read a long introduction first? 

No-one has time or patience for a long introduction. Google and other search engines don't like them either. 

At school we learnt to write an enticing introduction before we go to the main part of our essay. That doesn't work as well in marketing, unless you're an experienced copywriter. So it's time to cut it out, whether on your website or when writing social media posts. 

You might use an intriguing headline, question or other device to grab attention, but then write the most important information first. 

When a search engine ranks your website it uses many elements including headings to determine what information is most relevant. If you have a waffly preamble, your site rankings could be impacted - and visitors can't be bothered to read either. Headings and early mentions of key terms are one way search engines try to check priorities. 

Whether you're writing for the web, social media or a mailing, consider the order of the information. Simply re-ordering it could make your words much more impactful.