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Earlier last year, I read an article by a writer on the Medium publication platform, Wesley Scott, who reminded other writers of the following fact:

“Before clicking on the post, the readers have read the headline; they know what to expect. Now they want to hear those juicy tips you promised them. We aren’t writing an English essay here. There is no need to have an introductory paragraph explaining to the reader what they can expect to find in the article.”

Wesley also reminded writers of an extremely crucial point when writing:  “… we have less than 5 seconds to convince the reader to stay. Don’t waste those precious seconds on an intro… Cut the fluff!”

As what Wesley advised writers/narrators, make every word count, and fast! A slow build-up to a climax writing style may have its place in some type of content or storytelling genres, but you can’t apply that to all types of content on all types of platforms if retaining readership and maintaining audience retention is really important to you.

Basically, the point being made is that readers'/viewers' attention is short. Their patience is even shorter. They decide to stay or move on fast, so writers really need to respect that reality. Strong writing now starts at full speed. 

Skip the warm-up, start with the action

Wesley points to BuzzFeed as a good example. The site does not ease readers in. It goes straight to the point. Get into the action fast and furious, I may add. Most BuzzFeed articles skip introductions and conclusions. They lead with substance. They keep moving. The goal is to get the click and then earn the stay.

Again, readers already saw the headline. They know the promise. They now want delivery, not buildup. This approach is not lazy. It is deliberate. It respects the reader’s time. Never forget that.

YouTubers learned this lesson the hard way

As a bonus, Wesley highlights YouTube’s shift in style to make his point. The change is obvious. In the past, creators opened with long animated intros. Logos spun. Music played. Time dragged. But that format faded now for a reason. Viewers just got tired of it and stopped waiting. They’d rather move on to another video that can provide what they’re looking for in a single click.

Successful creators these days start mid-action. The hook comes first. Context follows later. People no longer sit through 30 seconds of animation, introduction, or whatever. They’ll just click away. And that's the reality of how these things work now.

Why long intros fail now

Long openings assume patience from others. But most readers or viewers at present simply no longer have it, especially with the vast amount of media alternatives available from various sources.

So if the value doesn't appear quickly enough, readers just leave. It’s as simple as that. And platforms track this behavior closely. Bounce rates rise. Read/watch ratios fall. Algorithms notice.

Wesley’s point, however, is not about shortening ideas. It is about reordering them. Put value first further up. Earn attention early. Keep the rest tight.

The content sandwich method

Using a simple structure, Wesley explains this current shift in content creation. He calls it “creating a sandwich”. Start with your strongest idea. Lead with your best tip or insight. Place solid supporting content in the middle. Still, keep it useful and clear.

And then end with another strong point. Leave readers with something worth remembering. The first step is to pull readers in. The last step is to make them feel it was worth the stay. 

According to Wesley, “Gone are the days of writing a 2,500-word article with a fat 500-word introduction, one juicy piece of content, and then another 500-word conclusion.

Readers want those juicy tips right away. If they don’t see something that intrigues them or that brings them value, they are going to bounce … and so will your read ratio. For that reason, it is important to sandwich your information.”

This structure works because it aligns with how people read and watch videos today. Fast entry. Clear payoff.

Why this matters now

Originality doesn't come from following trends. It comes from analysing the behavior of others. Because people skim. They scroll. They decide quickly. Platforms reward content that holds attention early. Writers and content creators must adapt or else disappear.

Wesley’s writing and video production tips and advice push writers and creators to be honest. Because if your best point is buried above all the fluff, you lose. Strong writing or content creation today is not louder. It is sharper.

The takeaway for writers

If you save your best ideas for last, then the rest of your readers will move on fast.  

So, don't hide your best thinking or ideas behind long-winded setups. Don't write as if readers owe you their time. Earn their attention instead. Respect their patience. Deliver your promise early. As Wesley stressed earlier above, “Cut the fluff!”

Read the rest of Wesley Scott’s writing tips and advice in his “5 OUTDATED Writing Tips That You Need To Stop Now,” published on Medium.

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