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Ideas are the heart of the message, the content of the piece, the
main theme, together with all the details that enrich and develop
that theme. The ideas are strong when the message is interesting,
important, and informative -- often the kinds of details the
reader would not normally anticipate or predict. Successful
writers do not tell readers things they already know. They notice
what others overlook, seek out the extraordinary, the unusual, the
bits and pieces of life that others might not see. The main focus
of ideas are:
- Clarity
- Focus - A small, easy to manage topic
- Good information - from experience, imagination, or
research
- A fresh perspective
- Important, helpful details that go beyond the obvious
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