Squeeze together juicy details for a great story starter
Embeddable tooth implants. Batman’s tax bill. Zombie slayers.
Like squeezing together a lump of coal to make a diamond, compression of details condenses fascinating facts into a passage that’s more than the sum of its parts.
Take a tip from these Silver Anvil Award winners, and try compression of details.
Pit that nickel against Nickelodeon
Fleishman-Hillard’s John Armato used that approach for this lead for a press release for H&R Block by Fleishman-Hillard/Kansas City:
For this approach, you choose more than one (and, to be fair, almost always three) examples to make your broader point.
The internet in my tooth …
Marie Hatter uses compression of details for the Cisco blog post “The Internet of Everything Hearts Your Health”:
Internet of Everything? That’s huge! The internet in my tooth? Now we’re talkin’.
Make your audience the lead.
Lisa Gurry brings the world of gaming down to size with a compression of details in the promotion “Your Invitation Has Arrived: Xbox One Ready for Millions of Fans on Nov. 22”:
Xbox One? Too big. Zombie slayers? I’m in.
… Who lived in a shoe.
Mark Zelermyer brought this lead, for Federal Home Loan Bank of Boston, home with compression of details:
That’s compression of details.
When does this approach not work? When the details aren’t really details.
In “Extra! Extra! New Cisco Brand Launches Today — Get the Details Here,” writers miss the mark by compressing generics:
TV? Newspaper? Internet? TOO BIG!
To get our attention, bring it down to size.