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Persuasive writing

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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
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
<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
<strong>What’s in it for me?</strong> Don’t tell me about your event. Tell me what I’ll be able to do at your event. Or focus on the outcome of past events. <a href="https://www.shutterstock.com/image-photo/me-white-text-quotes-blackboard-background-2136094221" rel="noopener" target="_blank"><em>Image by Yawar Hassan</em></a>

Use WIIFM communication for news release leads

Move from event to impact to engage readers Screenwriter Nora Ephron long remembered the first day of her high school...
Channels / Persuasive writing / PR / Reader-centric writing
<strong>The ultimate selfie</strong> The reader is the reader’s favorite topic. So give the reader what she wants. <a href="https://www.shutterstock.com/image-photo/studio-shot-attractive-african-woman-afro-206178829" rel="noopener noreferrer" target="_blank"><em>Image by Daxiao Productions</em></a>

How to craft reader-focused writing

Write to and about you The product isn’t the topic. The service isn’t the topic. The organization definitely isn’t the...
Persuasive writing / Reader-centric writing
<strong>Table it </strong>When you have 5 or more pieces in a newsletter that covers more than 2 printed pages, add a table of contents. <a href="https://hbr.org/archive-toc/BR2105" rel="noopener" target="_blank">

How to write a table of contents

Help email newsletter subscribers find stories without scrolling When you have a longer email newsletter, add a table of contents...
Persuasive writing / Skim, scan, read
Northern Trust shows couples how to handle special financial challenges in this marketing magazine feature.

Tips for organizing magazine articles

Romance meets finance in this feature How do you organize a compelling feature? Northern Trust shows couples how to handle...
Persuasive writing / Writing structure
Columbia Gas of Virginia restructured a yawner of a diversity story into a compelling feature. <a href="https://www.shutterstock.com/image-photo/construction-building-concept-on-isolated-background-591569318" rel="noopener" target="_blank"><em>Image by 7Crafts</em></a>

What’s the best article writing structure?

‘From Tina Turner to Taylor Swift’ When Ian Jones needed to craft a — yawn! — diversity story for employees...
Persuasive writing / Writing structure
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