When approaching an article, readers hope to learn something new. They also hope to get entertained. To capitalize on the former, writers can frame the headline and introductory paragraph in terms of “What’s in it for you.” To achieve the latter, they can provoke readers, make them smile, pose questions to them – or break an important rule of writing (with wit and measure). None of these calls for more than five minutes’ mental concentration. It is as well to remember that, unless we are writing slapstick, overdoing the entertainment aspect is unnecessary.