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Writing structure

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<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>What’s the problem?</strong> Use this story template to make your next case study, testimonial or narrative more dramatic and powerful. <a href="https://www.shutterstock.com/image-photo/investor-lawyer-executive-speed-urgency-delay-1050029477" rel="noopener" target="_blank"><em>Image from Roman Samborskyi</em></a>

How to write a case study [example]

Zimmer Inc. uses the P-S-R format Roz Chast's "Story Template" offers a good structure for corporate storytellers to follow: What’s...
Channels / Content marketing / Persuasive writing / Storytelling / Storytelling / Templates / Writing structure
<strong>Easy as 1-2-3</strong> Here’s how to write a how-to story — aka a tipsheet or service story. <a href="https://www.istockphoto.com/photo/make-the-first-step-gm504908890-83414357" rel="noopener" target="_blank"><em>Image by IvelinRadkov</em></a>

Try this how-to story template

Tips for writing a tipsheet Service stories aren’t news articles. Which means that the inverted pyramid isn’t the right structure....
Channels / Content marketing / Persuasive writing / Templates / Writing structure
<strong>Top tips</strong> How-to stories — aka tipsheets and service stories — move people to act.

Why write how-to stories?

Tipsheets get read, shared, used and acted upon What makes people share information? Top tips How-to stories — aka tipsheets...
Channels / Content marketing / Persuasive writing / Writing structure
Just adding an anecdotal lead increased readers and reading in an A/B test by Groove HQ. <a href="https://www.shutterstock.com/pl/image-photo/man-hand-holding-three-sizes-brown-1821549473" target="_blank" rel="noopener"><em>Image by Boonlert Saikrajang</em></a>

Why is structure important in writing?

Groove HQ: Features increase reading by 520%, readers by 300% The feature-style story structure attracts 300% more readers and increases...
Persuasive writing / Writing structure
Today, more than 25 years of research tells us that the inverted pyramid does not work well with humans. <a href="https://www.istockphoto.com/photo/human-crowd-forming-a-pyramid-symbol-hierarchy-concept-gm1138151668-303746654" target="_blank" rel="noopener"><em>Image by MicroStockHub</em></a>

Think Outside the Pyramid for good writing structure

Master a writing structure that outperforms the traditional news format Here’s the good news: You already know a structure that...
Persuasive writing / Writing structure
<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
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