“We prefer to get the conclusion first”
“Reading texts is not a mystery game” (AartJan van Erkel).
Front-loading content means that you first give away the conclusion. Occasionally it can help to arouse one’s curiosity by not revealing the conclusion at first, but most of the times it works better if you start with the clue. So don’t spend time ‘leading up to your point’.

Our brain is processing huge amounts of information every second (and what’s more: reading online takes 20% more time than reading from paper). Therefore, our brain prefers to process as little information as possible. So your customers