Content can endear you to a reader, or it can alienate by failing to deliver what a title has glibly promised. It means the difference between a gold mine that enriches and intrigues, and a land mine that bombards with the shrapnel of irrelevant detail.

You are expert in your field and therefore have an advantage that others lack. Yet, too often, people forget this and struggle to write those first few lines. Before long, they have literally lost the plot.