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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
<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>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>The ultimate selfie</strong> The reader is the reader’s favorite topic. So give the reader what she wants. <a href="https://www.shutterstock.com/image-photo/studio-shot-attractive-african-woman-afro-206178829" rel="noopener noreferrer" target="_blank"><em>Image by Daxiao Productions</em></a>

How to craft reader-focused writing

Write to and about you The product isn’t the topic....
Persuasive writing / Reader-centric writing
<strong>Table it </strong>When you have 5 or more pieces in a newsletter that covers more than 2 printed pages, add a table of contents. <a href="https://hbr.org/archive-toc/BR2105" rel="noopener" target="_blank">

How to write a table of contents

Help email newsletter subscribers find stories without scrolling When you...
Persuasive writing / Skim, scan, read
Northern Trust shows couples how to handle special financial challenges in this marketing magazine feature.

Tips for organizing magazine articles

Romance meets finance in this feature How do you organize...
Persuasive writing / Writing structure
Columbia Gas of Virginia restructured a yawner of a diversity story into a compelling feature. <a href="https://www.shutterstock.com/image-photo/construction-building-concept-on-isolated-background-591569318" rel="noopener" target="_blank"><em>Image by 7Crafts</em></a>

What’s the best article writing structure?

‘From Tina Turner to Taylor Swift’ When Ian Jones needed...
Persuasive writing / Writing structure
<strong>Step by step</strong> Rethink your story with the feature-style story format. <a href="https://www.shutterstock.com/es/image-photo/hand-establishes-wooden-cube-isolated-on-94902802" rel="noopener" target="_blank"><em>Image by Galushko Sergei</em></a>

How to structure a blog post

WCB-Alberta takes on opioid addiction I love it when my...
Channels / Content marketing / Persuasive writing / Writing structure
Keep the reader engaged from the lead to the final kicker. <a href="https://www.shutterstock.com/image-photo/word-cube-building-blocks-text-design-1913116204" rel="noopener" target="_blank"><em>Image by Pramoon Design</em></a>

What’s the best blog post structure?

Credit Union explains EQ in a feature “Always grab the...
Channels / Content marketing / Persuasive writing / Writing structure
<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...
Channels / Persuasive writing / PR / Writing structure
<strong>Front page</strong> Don’t drop the deck. It’s a power tool of communication. <a href="https://www.shutterstock.com/image-photo/news-folded-newspapers-front-black-wall-241650187" rel="noopener" target="_blank"><em>Image by qvist</em></a>

Why write a multi-deck headline?

Because it’s the best-read element on the page Decks —...
Persuasive writing / Skim, scan, read
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