You have only seconds to convince the reader to pay attention. In those few seconds you must answer these two questions, or the reader will go no further.
1. Why is this important?
2. Why should I care?
Answer these two questions and own the world. It makes no difference if you’re writing or telling a news story, a headline, ad copy, a press release, the Great American Novel or a grocery list. The person thinking about reading, hearing, watching or otherwise consuming your work needs to know the answers, or you’ve lost him/her.
And the first person you need to convince is you. If it’s not important to you and you don’t care, move on. You’ll never convince your audience.