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<strong>About us</strong> A boilerplate is the short “About us” paragraph at the end of a release that describes your organization.

Press release boilerplate best practices

Boil your company down with boilerplates Boilerplates: Can’t live with ’em, can’t get a decent one through approvals. About us...
Channels / PR
<strong>What’s the problem?</strong> Use this story template to make your next case study, testimonial or narrative more dramatic and powerful. <a href="https://www.shutterstock.com/image-photo/investor-lawyer-executive-speed-urgency-delay-1050029477" rel="noopener" target="_blank"><em>Image from Roman Samborskyi</em></a>

How to write a case study [example]

Zimmer Inc. uses the P-S-R format Roz Chast's "Story Template" offers a good structure for corporate storytellers to follow: What’s...
Channels / Content marketing / Persuasive writing / Storytelling / Storytelling / Templates / Writing structure
<strong>Is your site a pain in the back? </strong>How can you overcome the obstacles of screen reading? <a href="https://www.shutterstock.com/image-photo/rear-view-young-man-holding-his-95679289" rel="noopener" target="_blank"><em>Image by Evgeny Atamanenko</em></a>

Reading online hurts your web visitors’ bodies

Screen reading causes insomnia, backache — even serious illness Yes, reading that blog post does make your butt look bigger....
Channels / Web
<strong>Put on a happy face</strong> How can you write blog content that gets readers to read your posts? Make messages positive and emotional.

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...
Channels / Content marketing
<strong>Nest egg</strong> How-to stories helped the American Egg Board sell $40 million more eggs for Easter. What can they do for your organization? <a href="https://www.shutterstock.com/image-photo/perfect-colorful-handmade-easter-eggs-isolated-585011149" target="_blank" rel="noopener noreferrer"><em>Image by Svitlana-ua</em></a>

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...
Channels / PR
Take a tip from this annotated tipsheet and stop telling folks what to do. Instead, focus your story on <em>how</em> to do it. <a href="https://www.shutterstock.com/image-photo/perfect-fresh-green-apple-isolated-on-408483697" target="_blank" rel="noopener noreferrer"><em>Image by CWIS</em></a>

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...
Channels / PR
<strong>Easy as 1-2-3</strong> Here’s how to write a how-to story — aka a tipsheet or service story. <a href="https://www.istockphoto.com/photo/make-the-first-step-gm504908890-83414357" rel="noopener" target="_blank"><em>Image by IvelinRadkov</em></a>

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....
Channels / Content marketing / Persuasive writing / Templates / Writing structure
<strong>Top tips</strong> How-to stories — aka tipsheets and service stories — move people to act.

Why write how-to stories?

Tipsheets get read, shared, used and acted upon What makes people share information? Top tips How-to stories — aka tipsheets...
Channels / Content marketing / Persuasive writing / Writing structure
<strong>Short and sweet</strong> Why write <em>employment</em> when you can write <em>jobs</em>? Save your readers processing time by choosing short words. <a href="https://www.shutterstock.com/image-photo/london-uk-june-28th-2018-word-1122939719" target="_blank" rel="noopener"><em>Image by chrisdorney</em></a>

What’s the best length of a word online?

The New York Times averages 4.9 characters An editor once counseled me to change all the instances of employment in...
Channels / Readability / Web / Word length
<strong>Just for you</strong> Segment lists, then use meaningful pieces of data — your recipient’s dog’s name, maybe — to nanotarget readers. <a href="https://www.shutterstock.com/fr/image-photo/close-woman-hand-throwing-red-arrow-1748915333" rel="noopener noreferrer" target="_blank"><em>Image by Anucha Tiemsom</em></a>

Email personalization techniques: Go beyond targeting

Segment lists to customize email newsletters, campaigns Email receivers have a new definition of spam. They now use the word...
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