Once upon a time, there was a newsletter publisher who bemoaned the trouble he had keeping his readers’ attention.

There was but one solution–ask the town’s citizens. So, he wrote up a proclamation and posted it around the town: “Wanted: Ideas for writing a better newsletter. Prize Awarded for Best Solution.”

He received suggestions from kingdoms far and wide. Some of the suggestions were downright silly: “Write the newsletter on candy-flavored paper,” and “Write the newsletter articles in fireworks.”

Others sounded like too much work like: “Spend more time writing the introduction paragraph,” or “Write about topics your readers are already interested in.”