Yes, You

Take a letter or magazine (or this story)

You first look at my picture (eyetracking spectacles)

Afterwards  you read the headlines (eyetracking). Or Graphs (if there are). At last the text. Everybody does the same.

Relevance

But: What’s the relevance (what’s in it for me?),  the Comprehensibility (Benefits), Conviction (against scepticism) and at last -hopefully- activation (yes! I reply).

Keep in mind!