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<strong>Your message’s billboard</strong> Reach flippers, skimmers and other nonreaders with display copy. <a href="https://www.shutterstock.com/image-photo/blank-billboard-on-white-background-519272833" target="_blank" rel="noopener noreferrer"><em>Image by Myimagine</em></a>

Why is micro content important?

Because 'readers' don't read I’m often amazed at the amount...
Persuasive writing / Skim, scan, read
<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...
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...
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,...
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...
Writing structure
<strong>Break copy up</strong> Readers would rather read several short articles than one long one. So think related stories, boxes and sidebars.

Break up copy with sidebars, boxes

Think packages, not pieces Readers would rather read 800 words...
Skim, scan, read
<strong>Build a better body</strong> Avoid ‘the muddle in the middle’ when you create a solid structure for the body of your feature article.

Build a better body for the feature story structure

Five ways to avoid flabby middles My favorite scene in...
Persuasive writing / Writing structure
<strong>Living color</strong> How can you get more clicks with link size, placement and color? <a href="https://www.istockphoto.com/photo/browsing-the-web-gm116248249-4926002" rel="noopener" target="_blank"><em>Image by adamkaz</em></a>

What’s the best link format?

5 ways to draw eyes, fingers Your most important links...
Channels / Skim, scan, read / Web
how-to-write-a-link

How to write a link that’s the right length

Give visitors enough information to decide to click Think of...
Channels / Skim, scan, read / Web
<strong>Click here</strong> Good link text does more than increase your clickthrough rate. It also helps screen readers get the gist of your message by scanning.

Why writing links well is so important

Get clicked by writing good link text Users look for...
Channels / Skim, scan, read / Web
<strong>Put the kernel of your story into a nutshell</strong>. That’s your nut graph. <a href="https://www.istockphoto.com/photo/walnut-gm174776421-22230717"><em>Image by kaanates</em></a>

How to write a nut graf, or nut graph

Tell readers what you’re going to tell ’em If I...
Persuasive writing / Writing structure
<strong>Don’t let your head get cut off</strong> Write online headlines that don’t get cut off by Google, social, mobile screens — or your reader’s attention. <a href="https://www.istockphoto.com/photo/measuring-tape-in-hand-gm1022503142-274515323" target="_blank" rel="noopener noreferrer"><em>Image by berkay</em></a>

How to write short online headlines

Web heads must fit on mobile apps, more Not everyone...
Channels / Skim, scan, read / Web
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