"Begin with the clear conception that the subject of 
    deepest interest to the average human being is himself."
    -- Horace Greeley


Was the founder of the old New York Tribune overly cynical or 
simply realistic in his advice to a friend who planned to start 
a newspaper?

When it comes to news, we seldom ignore exciting or shocking 
events far away. But nearest is dearest for truly capturing 
our attention, if not our hearts.

“What Greeley said is true,” say Campbell and Wolseley in How 
to Report and Write the News. “Today—as a century ago—the news 
consumer reads what interests him. This interest has its origin 
in his expectation of some immediate or delayed benefit.”

What interests you? Perhaps your list includes health, wealth, 
advancement, safety, achievement, companionship, entertainment, 
and inspiration. Whether you’re writing a news story or a press 
release, a white paper or user manual, a novel, a how-to article,
a routine e-mail message or a love letter, you communicate about 
what you care about.

But will you reader care about it, too? When you write “grand 
opening tomorrow” or “the scheduling software includes a genetic 
algorithm,” will your reader care? Ah, that depends on the 
benefits!

   Grand opening tomorrow = products you need, 25% off.
   Genetic algorithm = less down time, better throughput.

Your attention to unity, coherence and emphasis in your writing 
will help you show others what you care about. But, if you want 
your message to be understood and bring about a positive response
from your readers, remember nearest-dearest. 

Malcolm R. Campbell is the author of The Sun Singer, a 
quest/adventure novel available from major on-line 
booksellers, fine bookstores and the author’s web site 
at:  http://www.campbelleditorial.com/sunsinger.html