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<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
<strong>Tell ’em what you told ’em</strong> End with a bang by writing a good conclusion that includes a wrapup and kicker. <em>Image via Shutterstock</em>

How to write a conclusion

Leave a lasting impression with these 2 key elements It’s...
Persuasive writing / Writing structure
how-to-write-a-nut-graph

Tough nut to crack

Put your story into a nutshell in the nut graph...
Persuasive writing / Writing structure
<strong>Eye on the bottom line</strong> How much does bad writing cost your organization? <em><a href="https://www.flickr.com/photos/armydre2008/3945539641/" title="Image" target="_blank" rel="noopener noreferrer">Image</a> by <a href="https://www.flickr.com/photos/armydre2008/" title="frankieleon" target="_blank" rel="noopener noreferrer">frankieleon</a></em>

The cost of bad writing

It’s a $37 million-a-year problem at one organization Bad writing...
Persuasive writing / Readability
<strong>Couldn't put it down</strong> The feature-style story structure increases readership.

Increase reading with your writing structure

Use a structure that's been proven in the lab to...
Persuasive writing / Writing structure
<strong>Tie a string around my finger</strong> Help readers remember your message with the feature-style story structure.

Choose a writing structure that’s more memorable

Features 'cement main points into readers' memories' The feature-style story...
Persuasive writing / Writing structure
Neighborly and intelligent Polish your brand image with feature-style stories. Image by GunnerVV

Create a friendly writing structure

Want your brand to seem more personable? Brands that run...
Persuasive writing / Writing structure
they-laughed-when-I-sat-down-at-the-piano

‘They laughed when I sat down at the piano …’

Adapt proven benefits headlines Here's one secret of successful marketing...
Persuasive writing / Reader-centric writing / Skim, scan, read / Storytelling / Storytelling
What happened? Why?

What happened? Why?

News in the headline, the reasons behind it in the...
Persuasive writing / Skim, scan, read
Promises, promises

Promises, promises

We want to act consistently with our commitments and values...
Persuasive writing
<strong>Share, but not alike</strong> Features are more likely to get shared than news stories, according to an analysis of three European news sites.

Choose a writing structure that’s more likely to get shared

Features go viral more often, says Reuters Institute While news...
Persuasive writing / Writing structure
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