Well-known author of 19 best selling non-fiction books Seth Godin knows a thing or two about writing.

He reckons we scan 10 words the first time we read a page, post, ad or memo.

He recommends highlighting the 10 most important words of the 1000 (or 100 or whatever) words you originally write.

Then start your story with these 10 words, or ones with a pretty similar meaning.

The rest of your story should reinforce and support this theme – what I call your Million Dollar Message.

If your first most important story, and the rest of your copy, don’t reflect each other, you’re in trouble. There’s a disconnect.

If your Million Dollar Message and the rest of your story sing off the same song sheet – there’s a resonance.

Do your first words ring true with the rest of your copy, and more importantly, vice versa?