Across the briefings we produce, a few things recur. Readers reward concision: shorter editions are opened and read more reliably than longer ones. They reward consistency: a Monday product that sometimes arrives Tuesday loses readers quickly. They reward editorial honesty: the briefings that work treat readers as adults and do not over-sell.
None of this is surprising. It is, however, easy to get wrong when the goal is to publish at all costs. The discipline is in choosing what to leave out.