Crafting your message is a skill, and a skill that can be learned. Like many skills it has rules and guidelines. Some of the best exponents seem to ignore those rules, but to get that good you have to first learn what the rules are before you can break them effectively.
This course takes you literally from the headline onwards, on a concise journey which is exactly what you will be aiming to replicate in your own writing.
Learn more about the module here.