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<em>Embeddable tooth implants. Batman’s tax bill. Zombie slayers.</em> Steal secrets from Silver Anvil Award winners to make your press release lead more compelling. <a href="https://www.shutterstock.com/image-photo/news-sign-glasses-background-167486321" target="_blank" rel="noopener noreferrer"><em>Image by qvist</em></a>

Compress details in your news release lead

Squeeze together juicy facts to start your story Embeddable tooth implants. Batman's tax bill. Zombie slayers. Like squeezing together a...
Channels / PR / Writing structure
Use concrete details in your press release lead

Use concrete details in your press release lead

Specifics sell products, services & ideas The internet coffee pot. Word of the year. The Dust Bowl. Details like these...
Channels / Concrete details / PR / Storytelling
Set the scene in press release leads

Set the scene in press release leads

Use the power of description Imagine the first few hours in the recovery room following a hysterectomy or … ligament...
Channels / Description / PR / Storytelling / Writing structure
Tell a story in press release leads

Tell a story in your press release lead

Anecdotes are easier to believe, understand and remember One way to pitch a story that reporters want to catch: Start...
Channels / PR / Storytelling / Storytelling / Writing structure
Get your story across in 120 seconds or less

Get your story across in 120 seconds or less

5 steps to telling your story fast Journalists spend, on average, less than a minute reading news releases, according to...
Channels / Message length / PR / Readability
<strong>Too much fluff?</strong> Balance it with fact. <a href="https://www.shutterstock.com/image-photo/exclamation-mark-speech-bubble-isolated-on-1256358394" target="_blank" rel="noopener noreferrer"><em>Image by ChristianChan</em></a>

How to get the hyperbole out of your web page

Improve your fact-to-fluff ratio Readers are busy. Fluff takes space. Space takes time. So let’s cut the fluff and get on with...
Adjectives and adverbs / Channels / Readability / Web
<strong>Overwhelmed by choice</strong> From jars of jam to 401(k) plans, when you give readers too many choices, they often give up. <a href="https://www.shutterstock.com/es/image-photo/empty-paper-card-woman-hand-isolated-159796082" target="_blank" rel="noopener noreferrer"><em>Photo credit: Taigi</em></a>

Short-form digital content helps readers choose

Too many options paralyze people Here’s a famous story among persuasion researchers and Malcolm Gladwell fans: Overwhelmed by choice From...
Channels / Message length / Readability / Web
<strong>Tick tock</strong> Readers may be killing time checking out your content on their smartphones. That doesn’t mean they want you to kill their time.

Stop wasting web visitors’ time with puffery, hype

Web visitors ‘get visibly angry’ at verbose sites Here's an interesting dichotomy: Killing time is the killer app for mobile...
Adjectives and adverbs / Channels / Readability / Web
<strong>Ledes should lead</strong> However you spell it, the opening paragraph of your web content should lead readers into your piece. <a href="https://www.shutterstock.com/es/image-photo/fawn-french-bulldog-sitting-leather-leash-254078350" rel="noopener" target="_blank"><em>Image by Javier Brosch</em></a>

What lede (or lead) should you use for web content?

4 types of web leads to try — and 3 to avoid Lede or lead? Ledes should lead However you spell...
Channels / Web / Writing structure
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Frontload your web page headlines

Get to the point faster by putting the topic up top When it comes to web heads, focus on the...
Channels / Persuasive writing / Skim, scan, read / Web
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