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What is your piece really about?  Be specific. Then ask if you can be more specific. Try several ideas. Which one best serves your purpose? If possible, express an opinion so that you can prove your point by telling the rest of the story.

What’s the most interesting part? If you are interested, your readers will be, too. What might surprise your readers? What will they find out that they won’t learn anywhere else?

 Point of view: Whose story is it? Who will tell it? Pick the ones who have the most interesting stories to tell. 

Audience: Who is reading your words? What are they hoping to learn?  Can you answering a question for them?  What value do they gain because they read your content?

Make sure every other piece of content relates to your focus statement. If it doesn’t relate, don't allow it to stay in your piece.