Start with a simple statement and follow up with the detail. If you read a good newspaper article you will see it starts off with a paragraph containing most o

Start with a simple statement and follow up with the detail. If you read a good newspaper article you will see it starts off with a paragraph containing most of the detail of the story and then expands on it later allowing the user to skim. Blog readers, like newspaper readers, are viewing a number of stories and reading some of them just to get the gist and others to get the detail. So the headline is there to grab their attention and then the first paragraph has to give enough detail that they can go away with most of the details and move on. You can then expand later in the page for those that want a greater detail. It's quite a skill and one that journalist and editors work hard at.