Why features?

The research is in, and the pyramid lost

Why features?

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.” Image by Samuel Zeller

Combat Fatigue

Combat fatigue

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.


Hey Neighbor!

Hey, neighbor!

Want your brand to seem more personable?

Neighborly and intelligent: Polish your brand image with feature-style stories.


One To Remember

One to remember

Features ‘cement main points into readers’ memories’

Tie a string around my finger: Help readers remember your message with the feature-style story structure.


Read All About It

Read all about it

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.


Think Outside The Pyramid

Think outside the pyramid

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.


Thank You For Sharing

Thank you for sharing

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.


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