What information should go into the context?

The context contains the starting point of your story

The context includes the information that both you and your audience will agree is the right starting point for your story. It is information that is known to your audience, so that you do not surprise them at the start with something unexpected. Rather, it is familiar and helps them ‘get their head' into the space that you want it to be in when they read the rest of the story.

It should lead to an unconscious response from the audience, which is something like “Oh, so that's what this is going to be about”.

It leads naturally into the trigger which will then flow equally naturally to the one and only one question that your communication will answer.

 

 

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