Readers face the equivalent of 174 newspapers a day
Talk about TMI: Your readers receive the data equivalent of 174 newspapers a day[1] — ads included.… Read the full article
Ann Wylie’s blog of writing tips
What is prewriting? Get ready to write
Plan your message in Step 1 of the writing process
“The hard part” of writing, says playwright Tom Stoppard, “is getting to the top of page one.”… Read the full article
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 and wombat who become BFFs? They also have a baby wallaby friend.… Read the full article
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 Fable, he wrote a simple outline — directly onto the wall of his writing sanctuary.… Read the full article
How to appeal to fear
Make ’em sick, make ’em well
Anger and anxiety are the No. 1 attribute of messages that get shared, found Jonah Berger and Katherine L. Milkman, two professors at the University of Pennsylvania.… Read the full article
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 real eggs for Easter 2012, the American Egg Board turned to Edelman to take back Easter.… Read the full article
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 resources in their Green Apple Day of Service, they didn’t write stories telling volunteers to get donations.… Read the full article
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.
Instead, use the feature-style story structure, and organize your piece like this:
Introduce your piece in the intro.
… Read the full articleHow to write a how-to story
7 steps for tipsheets
When the folks at Topolobampo, Chicago’s cathedral to Mexican cuisine, wanted to sell more syrah, they didn’t put signs on the tables saying “Buy wine!”… Read the full article
Why write how-to stories?
Tipsheets get read, shared, used and acted upon
What makes people share information?
News they can use to live their lives better, according to Chadwick Martin Bailey research.… Read the full article