Winning by a NOSE: The Structure of Persuasion 27 about the same story. From one publication we expect a financial orien- tation, while the other will give us the human interest angle. The most common mistakes in presenting information are writing chronologically, which usually leads to wordiness, or starting with facts that matter to the writer but not to the reader, which usually leads to confusion or false emphasis. Another error is to place important content at the end of an informational piece of writing. People tend to scan this kind of writing from the top down, so they bail out of the process when they think they have gist of it. They won't see the content you put at the end unless you work hard to highlight it. Start with the most important or most general fact first. (For example, who, what, when, where, why, how.) Less important facts next in descending order of importance to the reader.