1. Yes, yes. grab them quickly. What I’ve been doing for a few years in my blog posts is publishing a quick summary at the top, in big bold letters. More a teaser than a summary, I suppose – whatever it takes to give people a reason to keep reading. For example, from a recent post:

    “Excellence is like magic. You can’t measure it, but you know when you have it and the results are miraculous. Here’s how you can achieve excellence.”

    The headline is most important, for sure. That gets them to your content. But you have to give them something more to get them into your content.

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