Feature Structure

Increase reading with your writing structure

Use a structure that’s been proven in the lab to increase reading

What if I told you there was a free tool available that would help you convince readers to read your messages more often, read them more completely and spend more time reading them?… Read the full article

Choose a writing structure that’s more memorable

Features ‘cement main points into readers’ memories’

The feature-style story structure — aka the “stack of blocks” — is more memorable than the traditional news structure.… Read the full article

Create a friendly writing structure

Want your brand to seem more personable?

Brands that run more feature-style stories are seen as being more:

Honest
Fun
Neighborly
Intelligent
Personable
Thought-provoking
In the know
In touch with reader values

That’s according to “Impact,” a 2001 study led by the Readership Institute at Northwestern University and sponsored by the Newspaper Association of America and the American Society of Newspaper Editors.… Read the full article

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 European news sites, most of the most-shared stories are features.… Read the full article

A way around the pyramid

Lift ideas off the page with display copy

There is one great thing about the inverted pyramid lead.

“The only benefit of the inverted pyramid lead was that it put a lot of valuable information high in the story,” write Mario R.… Read the full article

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