‘From Tina Turner to Taylor Swift’
When Ian Jones needed to craft a — yawn! — diversity story for employees at Columbia Gas of Virginia, his first instinct was to go with a fact pack.… Read the full article
Feature Structure
How to structure an email invitation
Sensus goes to the science museum
When I teach the feature-style story structure, communicators nod. It seems reasonable that readers would prefer concrete, creative stories to a hierarchical blurtation of facts.… Read the full article
How to structure a blog post
WCB-Alberta takes on opioid addiction
I love it when my clients send me their rewrites after I present a writing workshop.
For one thing, it’s gratifying to see that people’s writing actually improves after I visit!… Read the full article
What’s the best blog post structure?
Credit Union explains EQ in a feature
“Always grab the reader by the throat in the first paragraph,” said Time magazine reporter Paul O’Neil. “Sink your thumbs into his windpipe in the second and hold him against the wall until the tag line.”… Read the full article
How to organize content [Example!]
Strathcona County masters feature-style story structure
Here’s the good news: You already know how to organize your copy.
Just think back to what your third-grade English teacher taught you.… Read the full article
What’s the best news release structure?
Federal Home Loan Bank nails the feature
It was a good story: More than 1,000 New Englanders would soon have safe, decent, affordable places to live, thanks to the Federal Home Loan Bank of Boston’s Affordable Housing Program.… Read the full article
Why is structure important in writing?
Groove HQ: Features increase reading by 520%, readers by 300%
The feature-style story structure attracts 300% more readers and increases reading by 520%, according to an A/B test by Groove HQ.… Read the full article
Topple the inverted pyramid style
Feature-style story structure outperforms the traditional news format
“Prose is architecture,” said Ernest Hemingway. “It’s not interior design.”
When you write, you’re building something. Specifically, when you’re writing corporate communications, content marketing or public relations messages, you’re building an argument.… Read the full article
Feature article structure outperforms pyramid
Impact study: Features boost readership, satisfaction, image
Feature-style stories outperform traditional news stories in readership, satisfaction and image.
That’s according to “The Impact Study of Newspaper Readership” (PDF).… Read the full article
Inverted pyramid structure of news writing topples
Ways With Words study: Features more effective
If I told you there was a communication tool that reduces readership, diminishes understanding and causes engagement to take a nosedive, would you use it?… Read the full article