I love going to free public speaking seminars: if the material isn’t good, I usually walk away with at least a good story. At one such event a few years ago, the leader let me deliver a five minute speech. His feedback was that my introduction had needed more oomph – he told me that I only had six seconds to capture the audience’s attention. I told him that advice was nonsense as people seated will take at times a few minutes to warm up to. I know it’s important to have a good opening to your speech and that’s a topic in itself. But this isn’t about speeches, it’s about writing and that’s a different beast.