Because it’s easier to read, understand, remember & act on
 | Are you using a 150-year-old story format? Talk about old school: The inverted pyramid was invented for a technology that was new more than 150 years ago, at about the same time that this guy headed off to battle. |
 | Want your brand to seem more personable? Neighborly and intelligent: Polish your brand image with feature-style stories. |
 | Features ‘cement main points into readers’ memories’ Tie a string around my finger: Help readers remember your message with the feature-style story structure. |
 | Use a structure that’s been proven in the lab to increase reading Couldn’t put it down: The feature-style story structure increases readership. |
 | The traditional news structure fails readers If only the inverted pyramid were this colorful: The traditional news structure gets ‘more boring as the reader reads down,’ according to a classic study by the American Society of Newspaper Editors. |
 | Features go viral more often, says Reuters Institute Share, but not alike: Features are more likely to get shared than news stories, according to an analysis of three European news sites. |