Nobody Wants to Read a Book

Nobody wants to read a book. You’ve got to catch their eye with something exciting in the first paragraph, while they’re in the process of throwing the book away. If it’s exciting enough, they’ll stop and read it. Then you’ve got to put something even more exciting in the second paragraph, to suck them in further. And so on. It’s exhausting for everybody, but it’s got to be done.

JOHN SWARTZWELDER