4-2b Good storytelling is about taking readers to something slightly in advance by using what they already know
1-1a5a2 Good writing happens at the edge of explicit-inexplicit or explicit-unconscious — that is, via surprises.
9-4d1 Communicate in the headline, then in the subtitle, then slightly differently in the opening sentence, and expand on it in the opening paragraph
9-4e If you are a writer and have an audience, it’ll become much easier to market your product, because you already know what they’re interested in