Enough already with the ‘At XX, we …’ construction
At Wylie Communications, we believe that writers should write and that approvers should check the facts and leave the headlines alone.… Read the full article
Feature writing
Choose a writing structure that’s more likely to get shared
Features go viral more often, says Reuters Institute
While news stories make up the bulk of the content on three European news sites, most of the most-shared stories are features.… Read the full article
A way around the pyramid
Lift ideas off the page with display copy
There is one great thing about the inverted pyramid lead.
“The only benefit of the inverted pyramid lead was that it put a lot of valuable information high in the story,” write Mario R.… Read the full article
Think outside the pyramid for writing structure
The traditional news structure fails readers
If I told you there was a communication tool that reduces readership, diminishes understanding and causes engagement to take a nosedive, would you use it?… Read the full article
Authority rules
Experts are most trusted, says Edelman’s Trust Barometer
Trust saw some big changes in 2011:
- Trust in credentialed experts (70%) and company technical specialists (64%) is on the rise.
Mark time
Try a chronological structure
Work on a client’s new website has me thinking about navigational structure.
Whether you’re organizing a website or a magazine article, a museum exhibit or your family’s letters and memorabilia, there are only five ways to structure information.… Read the full article
Write a world-class release
Steal these five techniques from Silver Anvil-winning campaigns
Most press releases are pretty easy to parody.
Just ask Benny Evangelista, a technology reporter for the San Francisco Chronicle.… Read the full article