My favorite band, The Who, is now in the final throes of their 50th anniversary tour. Half a century together, and half of the band is still with us.

“5:15” is one of my favorite songs by The Who, and for many reasons.  We the listener are treated to Chuck Berry-style guitar riffs, a cascade of real horns, staccato passages, the caterwauling drum extravaganza that was Keith Moon, and Roger Daltrey in full-throated cry.  Who Heaven for 5 whole minutes. The intro to “5:15” pops into my head whenever I write something new.  It starts cold and quiet, with a piano and guitar trading choppy riffs, and Pete Townsend asking the listener, “Why should I care, Why should I care…,”

And why should I care? It is the duty of every writer – whether you are writing a press release, case study, white paper, blog post, radio commercial, or work of fiction – to ask yourself why the reader should care. Every word should draw the reader into the story. Make them yearn for the next sentence.

Try asking yourself, why should the reader care, with every word you write.

Then I dare you to get the crashing horn sounds out of your head!