Bottom-up thinkers unite! My $0.02 here:

• I write like I think — scattered for a while, then organizing my thoughts into a few chapters or sections, which I fill out. At the end I go back to the title and first paragraph to make it more cohesive.
• My take on the title is having both clear and compelling. Enough to say what it’s about and resonate with your target audience, but enticing enough to encourage them to read on.
• I usually try to make something at the beginning of my first section generate excitement and interest to read on, like a powerful question, but I can’t tell if it’s been successful or not.