What's the story?

Keep your copy concise always ask yourself what's the story? That often becomes your top line or helps you focus on how to write the copy. Here is an example of muddled writing, see how quickly you can guess the story:

Local council officials are concerned at the height and safety of a local wall. This follows an accident where a Mr Dumpty fell from the structure. The wall is over two metres in height and Mr Dumpty sustained serious injury. He was admitted to All The Kings Horses and Men Hospital where he later died of his injuries.