HIGHLIGHT THE STRUCTURE

If the document is very short (fewer than two paragraphs to support each Key Line point), making the reader see the points and how they relate is easy. You simply underline them, and they will literally "jump out" at the eye (Exhibit 54).

If, on the other hand, the document is longer than a paragraph or two for each Key Line point, you want to introduce the points and then reflect them with headings (Exhibit 55).

During the August 25 field sales meeting, we plan to teach you how to design a potentially profitable beverage section for a supermarket chain, and present that design to the chain's management. To conduct the exercise, we need the profile of a problem chain from each region. This means that we must ask you to:

• Select a suitable chain by July 11

• Collect the necessary data by August 10

• Organize and return the data by August 15