Master the Feature-Style Story Structure

Our old friend, the inverted pyramid, hasn’t fared well in recent research. According to new studies by think tanks, such as The Readership Institute and The Poynter Institute, inverted pyramids 1) reduce readership and understanding; 2) fail to make readers care about the information; and 3) don’t draw readers across the jump. In short, researchers say, inverted pyramids “do not work well with readers.”

In this session, you’ll learn a structure that can increase readership, understanding and satisfaction of your message. Specifically, you’ll learn:

·         How to organize your message to grab readers’ attention, keep it for the long haul and leave a lasting impression.

·         Three elements of a great lead — and five leads to avoid.

·         How to stop bewildering your readers by leaving out an essential paragraph. (Many communicators forget it.)

·         Five ways to avoid the “muddle in the middle.”

·         A three-step test for ending with a bang.

To register for this free member webinar, click here.

Presenter

Ann Wylie, president, Wylie Communications

Wylie works with communicators who want to reach more readers, and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, and to organizations like NASA, Nike and Nokia. More than 14,000 communicators worldwide subscribe to her e-zine, Wylie’s Writing Tips. She has earned more than 60 awards, including two IABC Gold Quills, for her work.