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Persuasive writing

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<strong>Bridge the gaps</strong> Internal transitions move your copy from paragraph to paragraph, from sentence to sentence, from idea to idea. <a href="https://www.shutterstock.com/image-photo/hand-drawing-arrow-sign-opposite-direction-265447892" title="_blank" target="_blank" rel="noopener noreferrer"><em>Image by patpitchaya</em></a>

How do you write a good transition?

Internal transitions make your message flow smoothly Internal, or small, transitions move your copy from paragraph to paragraph, from sentence...
Writing structure
<strong>Sign up</strong> Transitions — aka 'signal words' — help readers remember more and organize their thoughts better. <a href="https://www.shutterstock.com/image-photo/improve-yourself-dare-dream-no-limits-621725987" title="Image" target="_blank" rel="noopener noreferrer"><em>Image by Rawpixel.com</em></a>

Why it’s important to write good transitions

'Signal words' help readers follow along "Signal words" — aka transitions — are the narrative glue that helps readers see...
Writing structure
<strong>Break copy up</strong> Readers would rather read several short articles than one long one. So think related stories, boxes and sidebars.

Break up copy with sidebars, boxes

Think packages, not pieces Readers would rather read 800 words if you delivered it in a package of shorter bites...
Skim, scan, read
<strong>Build a better body</strong> Avoid ‘the muddle in the middle’ when you create a solid structure for the body of your feature article.

Build a better body for the feature story structure

Five ways to avoid flabby middles My favorite scene in the movie “High Fidelity” is when Rob Gordon (John Cusack)...
Persuasive writing / Writing structure
<strong>Living color</strong> How can you get more clicks with link size, placement and color? <a href="https://www.istockphoto.com/photo/browsing-the-web-gm116248249-4926002" rel="noopener" target="_blank"><em>Image by adamkaz</em></a>

What’s the best link format?

5 ways to draw eyes, fingers Your most important links are calls to action, writes HubSpot’s Kyle James. So how...
Channels / Skim, scan, read / Web
how-to-write-a-link

How to write a link that’s the right length

Give visitors enough information to decide to click Think of links as the Goldilocks of microcontent: Some links are too...
Channels / Skim, scan, read / Web
<strong>Click here</strong> Good link text does more than increase your clickthrough rate. It also helps screen readers get the gist of your message by scanning.

Why writing links well is so important

Get clicked by writing good link text Users look for links on pages like puppies look for your best shoes....
Channels / Skim, scan, read / Web
<strong>Put the kernel of your story into a nutshell</strong>. That’s your nut graph. <a href="https://www.istockphoto.com/photo/walnut-gm174776421-22230717"><em>Image by kaanates</em></a>

How to write a nut graf, or nut graph

Tell readers what you’re going to tell ’em If I came to your house and told you to grab your...
Persuasive writing / Writing structure
<strong>Don’t let your head get cut off</strong> Write online headlines that don’t get cut off by Google, social, mobile screens — or your reader’s attention. <a href="https://www.istockphoto.com/photo/measuring-tape-in-hand-gm1022503142-274515323" target="_blank" rel="noopener noreferrer"><em>Image by berkay</em></a>

How to write short online headlines

Web heads must fit on mobile apps, more Not everyone wants to play, "What's the last word in the headline?"...
Channels / Skim, scan, read / Web
<strong>Tell ’em what you told ’em</strong> End with a bang by writing a good conclusion that includes a wrapup and kicker. <em>Image via Shutterstock</em>

How to write a conclusion

Leave a lasting impression with these 2 key elements It’s easy to end an inverted-pyramid story: Stop typing. Tell ’em...
Persuasive writing / Writing structure
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