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Find the drama in your message
Most messages have a gap to close or problem to solve. That’s your hook — don’t lose it.

Featured cases & evidence
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An engineer got his white paper unstuck by figuring out the story
Do you ever get stuck writing in an unfamiliar format? Drop the template for a while and concentrate on saying something interesting.

Give enough context when you’re asking someone for advice
A colleague writes something like: “Can we have a call, as I’d like to know how to do some product management stuff?” And you wonder where to start.
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