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Persuasive writing

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<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
how-to-write-a-nut-graph

Tough nut to crack

Put your story into a nutshell in the nut graph If I came to your house and told you to...
Persuasive writing / Writing structure
<strong>Eye on the bottom line</strong> How much does bad writing cost your organization? <em><a href="https://www.flickr.com/photos/armydre2008/3945539641/" title="Image" target="_blank" rel="noopener noreferrer">Image</a> by <a href="https://www.flickr.com/photos/armydre2008/" title="frankieleon" target="_blank" rel="noopener noreferrer">frankieleon</a></em>

The cost of bad writing

It’s a $37 million-a-year problem at one organization Bad writing causes 40% of the cost of managing business transactions, writes...
Persuasive writing / Readability
<strong>Couldn't put it down</strong> The feature-style story structure increases readership.

Increase reading with your writing structure

Use a structure that's been proven in the lab to increase reading What if I told you there was a...
Persuasive writing / Writing structure
<strong>Tie a string around my finger</strong> Help readers remember your message with the feature-style story structure.

Choose a writing structure that’s more memorable

Features 'cement main points into readers' memories' The feature-style story structure — aka the "stack of blocks" — is more...
Persuasive writing / Writing structure
Neighborly and intelligent Polish your brand image with feature-style stories. Image by GunnerVV

Create a friendly writing structure

Want your brand to seem more personable? Brands that run more feature-style stories are seen as being more: Neighborly and...
Persuasive writing / Writing structure
they-laughed-when-I-sat-down-at-the-piano

‘They laughed when I sat down at the piano …’

Adapt proven benefits headlines Here's one secret of successful marketing copywriters: They steal. Play on Steal headlines from these winners....
Persuasive writing / Reader-centric writing / Skim, scan, read / Storytelling / Storytelling
What happened? Why?

What happened? Why?

News in the headline, the reasons behind it in the deck One way to avoid repeating yourself in your news...
Persuasive writing / Skim, scan, read
Promises, promises

Promises, promises

We want to act consistently with our commitments and values Social scientist Anthony Greenwald and his colleagues asked potential voters...
Persuasive writing
<strong>Share, but not alike</strong> Features are more likely to get shared than news stories, according to an analysis of three European news sites.

Choose a writing structure that’s more likely to get shared

Features go viral more often, says Reuters Institute While news stories make up the bulk of the content on three...
Persuasive writing / Writing structure
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