Take a letter or magazine (or this story)
You first look at my picture (eyetracking spectacles)
Afterwards you read the headlines (eyetracking). Or Graphs (if there are). At last the text. Everybody does the same.
But: What’s the relevance (what’s in it for me?), the Comprehensibility (Benefits), Conviction (against scepticism) and at last -hopefully- activation (yes! I reply).