Organizing copy

How to write transitions: cliffhangers

External transitions move readers from section to section

Talk about a transition. Here’s how author Erik Larson ends one chapter of Devil in the White City: Murder, Magic, and Madness at the Fair That Changed America:

“‘Would the thin rods (of the first Ferris wheel) be sufficient to sustain not only the enormous weight of the structure and that of the 2,000 passengers who might chance to be in the cars, but the pressure of the wind as well?’

… Read the full article

How to write a transition sentence

Avoid transitional clichés

Transitions can be hard to write. Maybe that’s why we keep turning back to these hackneyed transitions, listed in a Poynter Institute forum:

Let’s pause and ponder that for a minute too.… Read the full article

Why should you write feature article leads?

The New York Times runs 33% feature leads

New York’s Grey Lady isn’t so gray any more. Topping one-third of its stories with feature leads, The New York Times covers the world in living color.… Read the full article

Into the deep end in PR

Phillips 66 makes a splash with feature release

Talk about diving into the work.

During a recent NOT Your Father’s News Release Master Class, Phillips 66 communicator Shannon Vogt wrote and rewrote, asked for group feedback every chance she got, and left with a totally rewritten piece.… Read the full article

Avoid flabby middles

Five ways to shape the body of your message

My favorite scene in the movie “High Fidelity” is when Rob Gordon (John Cusack) becomes so depressed over his failed love life that he seeks solace in reorganizing his albums.… Read the full article

Increase reading with your writing structure

Use a structure that’s been proven in the lab to increase reading

What if I told you there was a free tool available that would help you convince readers to read your messages more often, read them more completely and spend more time reading them?… Read the full article

Choose a writing structure that’s more memorable

Features ‘cement main points into readers’ memories’

The feature-style story structure — aka the “stack of blocks” — is more memorable than the traditional news structure.… Read the full article

Create a friendly writing structure

Want your brand to seem more personable?

Brands that run more feature-style stories are seen as being more:

Honest
Fun
Neighborly
Intelligent
Personable
Thought-provoking
In the know
In touch with reader values

That’s according to “Impact,” a 2001 study led by the Readership Institute at Northwestern University and sponsored by the Newspaper Association of America and the American Society of Newspaper Editors.… 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