Writing Tips for Ph. D. Students, by John H. Cochrane

From the PDF at Cochrane's blog:

Organize the paper in “triangular” or “newspaper” style, not in “joke” or “novel” style. Notice how newspapers start with the most important part, then fill in background later for the readers who kept going and want more details. A good joke or a mystery novel has a long windup to the final punchline. Don’t write papers like that — put the punchline right up front and then slowly explain the joke. Readers don’t stick around to find the punchline in Table 12.