Feature structure just takes three boxes

It’s been proven in the lab to increase reading, satisfaction

Feature structure just takes three boxes

Easy as 1, 2, 3 The “stacked boxes” approach of the feature-style story structure increased the number of readers by 300% and the amount of time spent reading by 520%, according to an A/B test by Alex Turnbull and the Groove HQ.

Why Features

Why features?

The research is in, and the pyramid lost

Writers say, “We write in the inverted pyramid because readers cut us off after the first paragraph.” But new research shows that readers say, “We cut you off after the first paragraph, because you write in the inverted pyramid.”


How to build a feature style story

How to build a feature-style story

See the structure in action in PR, marketing, blog posts, more

Going up! Here’s how to build a feature-style story that boosts readership, reading and joy.


Feature leads grab reader attention

Feature leads grab reader attention

Make them concrete, creative, provocative

Don’t lead readers astray: Good leads can convince readers to dive in. Bad ones can persuade them not to waste their time.


Nut graph puts the story in a nutshell

Nut graph puts the story in a nutshell

Tell ’em what you’re going to tell ’em

Go nuts: The nut graph tells readers where you’re taking them with this story.


Background section: Avoid the blahs

Background section: Avoid the blahs

Fill in the blanks in the 2nd or 3rd paragraph

Background information is essential. But don’t slather on too much — and never, ever lead with it.


Body: Build it

Body: Build it

Develop your points in a ripped middle

Strengthen your core! Avoid flabby middles when you shape up the body of your message.


Conclusions wrap up loose ends

Conclusions wrap up loose ends

Leave a lasting impression with wrapups and kickers

In the conclusion of the feature-style story structure, you tell readers what you told ’em.


Transitions keep the story moving

Transitions keep the story moving

Mind the gaps between sections and ideas

In transit: Move readers from paragraph to paragraph, from idea to idea.


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