Work from most important to least important information.

"A handy journalist technique whereby you write in such a way that even a cursory glance at an article gives the key facts, and the further you read down you increase your knowledge with the next most important facts. As opposed to say, a chronological account of an event where the important stuff may be at the end. 

"Given how people read on the web generally, it’s pretty good to keep in mind for anything you write on the web too."
Sketchplanation: Inverted Pyramid Writing

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