You start with the basic premise: respecting your reader’s time. Can they find the story somewhere else, and if yes, then WHY should they read you? What makes what you want to publish so special? Remember, readers have a million choices, to find information. They are better equipped than you. So why should they come to you? What is it that you got that others don’t? Ask that question, and you come to a conclusion.
An all around great post.