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Set the scene in press release leads

Set the scene in press release leads

Use the power of description Imagine the first few hours...
Channels / Description / PR / Storytelling / Writing structure
Tell a story in press release leads

Tell a story in your press release lead

Anecdotes are easier to believe, understand and remember One way...
Channels / PR / Storytelling / Storytelling / Writing structure
Get your story across in 120 seconds or less

Get your story across in 120 seconds or less

5 steps to telling your story fast Journalists spend, on...
Channels / Message length / PR / Readability
<strong>Too much fluff?</strong> Balance it with fact. <a href="https://www.shutterstock.com/image-photo/exclamation-mark-speech-bubble-isolated-on-1256358394" target="_blank" rel="noopener noreferrer"><em>Image by ChristianChan</em></a>

How to get the hyperbole out of your web page

Improve your fact-to-fluff ratio Readers are busy. Fluff takes space....
Adjectives and adverbs / Channels / Readability / Web
<strong>Overwhelmed by choice</strong> From jars of jam to 401(k) plans, when you give readers too many choices, they often give up. <a href="https://www.shutterstock.com/es/image-photo/empty-paper-card-woman-hand-isolated-159796082" target="_blank" rel="noopener noreferrer"><em>Photo credit: Taigi</em></a>

Short-form digital content helps readers choose

Too many options paralyze people Here’s a famous story among...
Channels / Message length / Readability / Web
<strong>Tick tock</strong> Readers may be killing time checking out your content on their smartphones. That doesn’t mean they want you to kill their time.

Stop wasting web visitors’ time with puffery, hype

Web visitors ‘get visibly angry’ at verbose sites Here's an...
Adjectives and adverbs / Channels / Readability / Web
<strong>Ledes should lead</strong> However you spell it, the opening paragraph of your web content should lead readers into your piece. <a href="https://www.shutterstock.com/es/image-photo/fawn-french-bulldog-sitting-leather-leash-254078350" rel="noopener" target="_blank"><em>Image by Javier Brosch</em></a>

What lede (or lead) should you use for web content?

4 types of web leads to try — and 3 to...
Channels / Web / Writing structure
web-page-headlines-fb

Frontload your web page headlines

Get to the point faster by putting the topic up...
Channels / Persuasive writing / Skim, scan, read / Web
<strong>Not so cool</strong> Adjectives and adverbs add bulk without content. Use specific nouns and verbs instead. <a href="https://www.shutterstock.com/image-photo/hype-time-concept-word-on-black-1770780299" target="_blank" rel="noopener noreferrer"><em>Image by valiantsin suprunovich</em></a>

Modifiers are ‘the great deceivers’

'The illusion of meaning without its substance' Modifiers are "the...
Adjectives and adverbs / Channels / PR / Readability
<strong>Cut the fluff online</strong> Everybody loves a fluffy chick. Nobody loves a fluffy web page. Cut the hyperbole online. <a href="https://www.shutterstock.com/image-photo/five-vintage-tin-signs-on-white-1889480902" target="_blank" rel="noopener noreferrer"><em>Image by zerbor</em></a>

Why cut the marketing fluff from your web page?

Hype reduces reading, sharing — even sales When "king of...
Adjectives and adverbs / Channels / Readability / Web
<strong>What’s in it for me?</strong> Don’t tell me about your event. Tell me what I’ll be able to do at your event. Or focus on the outcome of past events. <a href="https://www.shutterstock.com/image-photo/me-white-text-quotes-blackboard-background-2136094221" rel="noopener" target="_blank"><em>Image by Yawar Hassan</em></a>

Use WIIFM communication for news release leads

Move from event to impact to engage readers Screenwriter Nora...
Channels / Persuasive writing / PR / Reader-centric writing
<strong>Let us entertain you</strong> How can you write good content that readers want to read and share? Steal from the FBI, WADOT and Norwich Union UK. <a href="https://www.shutterstock.com/image-photo/black-girl-hiding-face-behind-happy-1802608693" target="_blank" rel="noopener noreferrer"><em>Image by Prostock-studio</em></a>

How to write entertaining content marketing pieces

It’s the No. 1 type of social media people share...
Channels / Content marketing
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