- intro=⬡ hook: present what it's about, generate tension/interesting (~ get people curious by opening knowledge gaps)
- options:
- for example: state a hot take
- ~ use emotion
- ask a Question
- options:
- body: guide the reader through the idea
- look away from the screen, look back and pretend you see the text for the first time
- conclusion:
- condense into a final message
- a sentence or two may be enough