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We all know the classic “5 W” questions journalists ask: Who, what, where, when, why (and bonus, “how”). But you should also consider six additional questions, which complement those fundamentals. They are informed by journalism but focused on storytelling.

If your story or podcast episode doesn’t promise something interesting at the beginning, fewer people will listen. The same goes for a 3-minute story or an hour-long story. For listeners, there is simply too much audio to choose from, so we have to compete fiercely for ears.