Persuasive writing
How to structure a blog post
WCB-Alberta takes on opioid addiction I love it when my clients send me their rewrites after I present a writing...
What’s the best blog post structure?
Credit Union explains EQ in a feature “Always grab the reader by the throat in the first paragraph,” said Time...
How to structure a press release
Toyota takes on feature releases When PR pros at Toyota American Motor Sales needed to announce record-level production recently, they...
Why write a multi-deck headline?
Because it’s the best-read element on the page Decks — those one-sentence summaries under the headline — do the heavy...
When to use a bulleted list
6 reasons to list lists Lists comprise some of history’s most memorable content — from Moses’ 10 Commandments to Luther’s...
How to find benefits, not features
Ask these questions in the interview Having trouble finding reader benefits? Maybe you need to ask different questions. Try prompting...
How to define features and benefits
Focus on the reader’s needs If you were giving away a Hawaiian vacation to people who signed up for your...
Avoid fake benefits of the product
No ‘Pat yourself on the back for choosing us’ “Clean your face,” demands a hotel soap wrapper. No, YOU clean...
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