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Up close and personal image

Up close and personal

Metaphor creates intimacy, builds understanding People who read metaphors are more likely to understand what someone else is thinking. [caption...
Metaphor / Storytelling
Promises, promises

Promises, promises

We want to act consistently with our commitments and values Social scientist Anthony Greenwald and his colleagues asked potential voters...
Persuasive writing
<strong>Share, but not alike</strong> Features are more likely to get shared than news stories, according to an analysis of three European news sites.

Choose a writing structure that’s more likely to get shared

Features go viral more often, says Reuters Institute While news stories make up the bulk of the content on three...
Persuasive writing / Writing structure
A way around the pyramid

A way around the pyramid

Lift ideas off the page with display copy There is one great thing about the inverted pyramid lead. [caption id="attachment_14427"...
Persuasive writing / Writing structure
Combat fatigue

Don’t let your writing structure create combat fatigue

Are you using a 150-year-old story format? At about the time this Union soldier marched off to war, journalists invented...
Persuasive writing / Writing structure
Less is more

Less is more

The longer your piece, the less readers will read Size does matter. The longer your story, the less of it...
01 Message length / Readability
<strong>Heavy reading</strong> Company CD&amp;A sections should clearly provide readers information on how executives are compensated. Instead they require an advanced degree to decipher. <em>Image from Shutterstock</em>

CEO pay disclosures ‘like reading War and Peace’

Proxies long and mind-numbing Heavy reading Company CD&A sections should clearly provide readers information on how...
01 Message length / Readability
why-is-clarity-so-important

Why is clarity so important?

6 myths of complicated copy Why make copy clearer and more readable? Can you read me...
06 Word length / Readability
<strong>Can you read me now?</strong> People spend more time reading, read more completely and read more often messages that are easy to read. <em>Image from iStock.</em>

No. 1 way to increase readership

Make your message easier to read Making a publication "easy to read" is the No. 1 way to increase readership....
Readability
<strong>Keep it short</strong> Readers found longer stories hard to follow, too complicated and less relaxing to read in this study. <em>Image from Shutterstock </em>

How does story length affect readability?

Shorter stories 6% more readable — Readership Institute All things else being equal, readers would rather read a short piece...
01 Message length / Readability
save-a-guitar-on-car-insurance

‘Save a guitar on car insurance’

Make messages vivid with metaphor Analogy makes your benefits more tantalizing by making them more tangible. So use metaphor and...
Metaphor / Storytelling
kindle-your-creativity

‘The wind made the reeds gossip’

Kindle your creativity All these years later, I'm still grateful for the Kindle app on my iPad. [caption id="attachment_34869" align="aligncenter"...
Metaphor / Storytelling
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