Journalists spend less than 1 minute reading releases
Tick tock.
In the time it takes you to wash your hands, buckle your seat belt or start the dishwasher, your favorite journalist can finish reading your news release.… Read the full article
Writing and editing
Optimal length for a blog post, Facebook post, email newsletter …
Measure A.R.T., or average reading time
Writers measure copy in words, inches or pages. Readers use a different measure: time.
So instead of using writer-centric measures, think like your reader.… Read the full article
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 started with a traditional announcement release:
Toyota’s North American vehicle production at record levels in 2013
Toyota announced record level North American vehicle production for 2013 surpassing last year’s output.
Model this press release structure example
Federal Home Loan Bank of Boston nails the feature
It was a good story: More than 1,000 New Englanders would soon have safe, decent, affordable places to live, thanks to the Federal Home Loan Bank of Boston’s Affordable Housing Program.… Read the full article
Press release boilerplate best practices
Boil your company down with boilerplates
Boilerplates: Can’t live with ’em, can’t get a decent one through approvals.
What is a boilerplate in a press release?
… Read the full articleWhy 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 lifting on webpages.
Indeed, according to The Poynter Institute’s Eyetrack III study of reader behavior:
- 95% of webpage visitors read all or part of the deck.
How to write a bulleted list
11 tips for crafting a good list
Lists are power points in your content marketing pieces and on your webpages.
Here’s a list of ways to make the most of them:
1.
… Read the full articleHow to find benefits, not features
Ask these questions in the interview
Having trouble finding reader benefits? Maybe you need to ask different questions.
Ask your subject matter experts:
- What happens if our customers buy this product or service?
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 webinar, which would you lead with?… Read the full article
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 YOUR face! I want to respond.… Read the full article