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<strong>What’s the problem?</strong> Use this story template to make your next case study, testimonial or narrative more dramatic and powerful. <a href="https://www.shutterstock.com/image-photo/investor-lawyer-executive-speed-urgency-delay-1050029477" rel="noopener" target="_blank"><em>Image from Roman Samborskyi</em></a>

How to write a case study [example]

Zimmer Inc. uses the P-S-R format Roz Chast's "Story Template" offers a good structure for corporate storytellers to follow: [caption...
Channels / Content marketing / Persuasive writing / Storytelling / Storytelling / Templates / Writing structure
<strong>Is your site a pain in the back? </strong>How can you overcome the obstacles of screen reading? <a href="https://www.shutterstock.com/image-photo/rear-view-young-man-holding-his-95679289" rel="noopener" target="_blank"><em>Image by Evgeny Atamanenko</em></a>

Reading online hurts your web visitors’ bodies

Screen reading causes insomnia, backache — even serious illness Yes, reading that blog post does make your butt look bigger....
Channels / Web
<strong>Does not compute!</strong> More than half of the adults worldwide have basic or nonexistent tech skills. <a href="https://www.shutterstock.com/image-photo/mockup-male-hand-holding-black-cellphone-529259842" target="_blank" rel="noopener"><em>Image by Andrei Mayatnik</em></a>

World technology literacy skills: bad and getting worse

21% of adults are technologically illiterate Just 7% of adults around the world can manage conflicting requests to reserve a...
Readability
Arousing fear can backfire if you don’t offer a simple way to reduce risk. This four-part model overcomes that obstacle to move readers to act. <a href="https://www.shutterstock.com/es/image-photo/young-man-painted-skull-on-his-2094013162" rel="noopener" target="_blank"><em>Image by pixel-shot</em></a>

How to develop fear appeals in persuasion

Avoid losing readers with these 4 steps Fear appeals persuade. But they can also paralyze. Arousing...
Persuasive writing / Reader-centric writing
<strong>Better sorry than safe? </strong>Arousing fear can be more effective than promising rewards at moving people to act. <a href="https://www.shutterstock.com/image-photo/closeup-man-mexican-calaveras-makeup-wearing-497335528" target="_blank" rel="noopener"><em>Image by nito</em></a>

What’s the effectiveness of fear appeals?

Why accentuate the negative? Fear appeals work. Better sorry than safe? Arousing fear can be more...
Persuasive writing / Reader-centric writing
<strong>Put on a happy face</strong> How can you write blog content that gets readers to read your posts? Make messages positive and emotional.

How to write positive, emotional content marketing pieces

Use the Awwwww Factor to make blog posts go viral Have you seen the piece about the orphan baby kangaroo...
Channels / Content marketing
<strong>Model the masters</strong> By the time he’d completed his outline, Tom Wolfe’s work was mostly done.

How to organize writing projects

Structure your message like Tom Wolfe, William Faulkner — and me When William Faulkner couldn’t figure out how to structure A...
AI/Writing process / Write Better, Easier, Faster
<strong>Nest egg</strong> How-to stories helped the American Egg Board sell $40 million more eggs for Easter. What can they do for your organization? <a href="https://www.shutterstock.com/image-photo/perfect-colorful-handmade-easter-eggs-isolated-585011149" target="_blank" rel="noopener noreferrer"><em>Image by Svitlana-ua</em></a>

How-to story example: The American Egg Board

Tipsheets are an eggcellent idea, demonstrates this Silver Anvil winner When Americans bought more plastic and candy eggs and fewer...
Channels / PR
Take a tip from this annotated tipsheet and stop telling folks what to do. Instead, focus your story on <em>how</em> to do it. <a href="https://www.shutterstock.com/image-photo/perfect-fresh-green-apple-isolated-on-408483697" target="_blank" rel="noopener noreferrer"><em>Image by CWIS</em></a>

How-to story map: Green Apple Day of Service

Silver Anvil winner gets attention with tipsheets When PR pros at the U.S. Green Building Council needed to round up...
Channels / PR
<strong>Easy as 1-2-3</strong> Here’s how to write a how-to story — aka a tipsheet or service story. <a href="https://www.istockphoto.com/photo/make-the-first-step-gm504908890-83414357" rel="noopener" target="_blank"><em>Image by IvelinRadkov</em></a>

Try this how-to story template

Tips for writing a tipsheet Service stories aren’t news articles. Which means that the inverted pyramid isn’t the right structure....
Channels / Content marketing / Persuasive writing / Templates / Writing structure
<strong>Top tips</strong> How-to stories — aka tipsheets and service stories — move people to act.

Why write how-to stories?

Tipsheets get read, shared, used and acted upon What makes people share information? Top tips How-to...
Channels / Content marketing / Persuasive writing / Writing structure
<strong>Point taken!</strong> Get your message across with these writing tips for corporate communicators, PR pros and other professional writers. <a href="https://www.istockphoto.com/photo/yellow-pencils-on-a-white-background-gm1002855198-270978565" rel="noopener" target="_blank"><em>Image by 5second</em></a>

8 good writing tips for corporate communicators

How to tell better stories, write to persuade and more … Want to write better, easier and faster? Get clicked,...
Storytelling
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