In this information rich world, you are overloaded with data and written communication and so probably do not read everything you receive – which makes you very similar to everyone else. You may read just the first few lines or skim read for the important facts. It is very easy to overlook an important detail when it is buried in the text.
You use this principle when you:
Whenever you read or hear new information, your brain checks to see if you know anything about that topic already; relating the new information to what you know enables you to receive, interpret and understand
new information more effectively. So by giving key information first, you allow your readers to tune in more quickly to your message.