Third world war: I didn't have time to write a short letter, so I wrote a long one instead.

The third world war has already started: a war for your attention. You have 1-3 seconds to get
your message across - your audience will scroll over you. Blaise Pascal knew
this milenia ago; Mark Twain and Benjamin Franklin more recently.

Your main point has to be catchy, attractive, resonate with your readers, clear, actionable.

When making a point, check it:

1. A picture says a thousand words, just use photos. Think: what images got your attention in posts - use them or similar.
   
2. Do your words paint a picture in your audience's minds? Yes, a picture - see the previous point. Think: what words resonated with you lately? Use them.
3. What is your take-away? (the point somebody walks away from your speech or post). Start with the take-away, and repeat it 2-3 times.
4. What's your elevator pitch? If you were to convince somebody in an elevator in the 10 seconds you have together, what would you say? (for example, the elevator pitch for the movie "Aliens" was "Jaws in space"). =250x Test your elevator pitch to a friend, see they resonate. Would they buy?
5. What is your "Flintstone Chewable"? Can the idea be easily understood by your audience? Can it be easily digested by your grandma, or by a 5 year-old? These are not rhetorical questions - try this test.
6. When making a point, you want the audience to act. Is the action you want them to take clearly spelled out?

Why is this important? It's because the way your brain works. The neuroscience of free will tells us that a person's brain seems to commit decisions before the person becomes aware of having made them. Images and some words trigger neuro-synapsis in your brain - based on your physiology (Maslow hierarchy of needs) and upbringing (from cradle through university).