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Persuasive writing

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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
<strong>Step by step</strong> Rethink your story with the feature-style story format. <a href="https://www.shutterstock.com/es/image-photo/hand-establishes-wooden-cube-isolated-on-94902802" rel="noopener" target="_blank"><em>Image by Galushko Sergei</em></a>

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...
Channels / Content marketing / Persuasive writing / Writing structure
Keep the reader engaged from the lead to the final kicker. <a href="https://www.shutterstock.com/image-photo/word-cube-building-blocks-text-design-1913116204" rel="noopener" target="_blank"><em>Image by Pramoon Design</em></a>

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...
Channels / Content marketing / Persuasive writing / Writing structure
<strong>Let’s go places</strong> Why make every release a news release? Feature releases may get more attention. <a href="https://www.shutterstock.com/image-illustration/tula-russia-february-28-2021-toyota-2004421619" target="_blank" rel="noopener noreferrer"><em>Image by white vector</em></a>

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...
Channels / Persuasive writing / PR / Writing structure
<strong>Front page</strong> Don’t drop the deck. It’s a power tool of communication. <a href="https://www.shutterstock.com/image-photo/news-folded-newspapers-front-black-wall-241650187" rel="noopener" target="_blank"><em>Image by qvist</em></a>

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...
Persuasive writing / Skim, scan, read
What is the purpose of a bulleted list? Here’s a list of reasons to write lists.

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...
Persuasive writing / Skim, scan, read
<strong>Try prompting </strong> “That means you will …” to get the information you need to turn features into benefits. <a href="https://www.istockphoto.com/photo/group-of-people-forming-a-question-mark-gm520224962-90892811" target="_blank" rel="noopener noreferrer"><em>Image by mattjeacock</em></a>

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...
Persuasive writing / Reader-centric writing
Giving away a trip to Hawaii? Lead with the benefit. <a href="https://www.shutterstock.com/es/image-photo/colorful-shirt-garland-hanging-on-coat-1063736204" target="_blank" rel="noopener noreferrer"><em>Image by Saroj Khuendee</em></a>

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...
Persuasive writing / Reader-centric writing
<strong>Something's wrong here</strong> … How can you tell real benefits from fake ones? <em><a href="https://www.shutterstock.com/es/image-photo/pair-joke-wind-chattering-teeth-on-42552637" rel="noopener noreferrer" target="_blank">Image by RTimages</a></em>

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...
Persuasive writing / Reader-centric writing
<strong>Stop talking about your program!</strong> If you’re giving away a trip to Las Vegas, that’s your lead. <a href="https://www.shutterstock.com/image-photo/welcome-las-vegas-sign-isolated-over-42141184" target="_blank" rel="noopener noreferrer"><em>Image by Stephen Coburn</em></a>

How to turn features into benefits

Lead with the benefit, substantiate with the feature I once reviewed an article for a company’s sales force with the...
Persuasive writing / Reader-centric writing
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