If it helps, think of everything you write as a list. How many points (benefits) are you trying to make in order to properly communicate your topic or pitch? List them out, and if you find that one or more of those points doesn’t really “fit” or provide a benefit to the reader, toss it. Win the Battle Against the Scanners The fact that people ruthlessly scan content, both online and off, is just a fact of writing life. It’s better to accept reality, and resolve to suck the scanners into your words by using beneficial subheads that are simply irresistible.