line down white

Persuasive writing

Row Book Shape Decorative svg added to top
<strong>Your message’s billboard</strong> Reach flippers, skimmers and other nonreaders with display copy. <a href="https://www.shutterstock.com/image-photo/blank-billboard-on-white-background-519272833" target="_blank" rel="noopener noreferrer"><em>Image by Myimagine</em></a>

Why is micro content important?

Because 'readers' don't read I’m often amazed at the amount of energy writers put into perfecting the sentence structure in...
Persuasive writing / Skim, scan, read
<strong>Change the subject</strong> External transitions thrust readers forward beyond the ends of chapters or sections. <a href="https://www.shutterstock.com/image-photo/chalk-drawing-orange-arrow-many-white-353531453" title="Image" target="_blank" rel="noopener noreferrer"><em>Image by patpitchaya</em></a>

How to write transitions: cliffhangers

External transitions move readers from section to section Talk about a transition. Here's how author Erik Larson ends one chapter...
Persuasive writing / Writing structure
<strong>But then the dream became a nightmare</strong> Something is wrong. Something is very, very wrong with these hackneyed transitions. <a href="https://www.shutterstock.com/image-photo/three-down-yellow-vintage-bright-colorful-728481832" target="_blank" rel="noopener noreferrer"><em>Image by fewerton</em></a>

How to write a transition sentence

Avoid transitional clichés Transitions can be hard to write. Maybe that's why we keep turning back to these hackneyed transitions,...
Writing structure
<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
Load More loader

Reach more
readers with
our writing tips

Never miss a tip!

Newsletter

Are you
ready to
make your
readers

love you?

We can’t wait to work with you!

Contact