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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? Would you use it?
And what if I told you there was another tool out there that reduced readership and made people stop reading sooner? Would you stop using it? How quickly would you get rid of it?
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Hey, neighbor!: Want your brand to seem more personable? Write more feature-style stories
“Everything that happens in the world is absolutely fascinating — until you read it in a newspaper.”
— Ted Anthony, national writer for the Associated Press
Master a structure that’s been proven in the lab to reach more readers
Writers say, “We use the inverted pyramid because readers stop reading after the first paragraph.” But in new research, readers say, “We stop reading after the first paragraph because you use the inverted pyramid.”
Think Outside the Pyramid Increase engagement, readership, sharing and more Image by Rafael Miranda
Indeed, our old friend the inverted pyramid hasn’t fared well in recent research. Studies by the Poynter Institute, Reuters Institute and the American Society of News Editors show that the traditional news structure reduces readership, understanding, sharing, engagement and more.
In short, researchers say, inverted pyramids “do not work well with readers.”
At Catch Your Readers — our two-day persuasive-writing master class on March 22-23 in Las Vegas, and on June 19-20 in Boston — you’ll master a structure that’s been proven in the lab to grab readers’ attention, pull them through the piece and leave a lasting impression.
Specifically, you’ll learn how to:
- Grab reader attention with a lead that’s concrete, creative and provocative — and avoid making readers’ eyes glaze over by using one of the seven deadly leads.
- Stop bewildering your readers by leaving out an essential paragraph. (Many communicators forget this entirely.)
- Avoid the “muddle in the middle” by choosing one of five structural techniques from a rubric created by the founder of TED Talks.
- Draw to a satisfying conclusion in the penultimate paragraph.
- End with a bang, not a whimper by using our three-step test.
This is the only writing workshop we have planned in Las Vegas in 2017. Don’t miss out on your chance to master persuasive-writing in Vegas! Register now.
“As a writer and communicator, I learned valuable techniques to draw in and really capture my reader. Ann’s real-life examples and mnemonic devices helped to create a meaningful and memorable writing workshop experience.”
— Dervela O’Brien, corporate communications specialist, Chubb Group of Insurance
Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more
Rather bring Ann in to train your whole team?
Save when you book a workshop while I’m in your neighborhood
Ask about piggybacking on my upcoming engagements in:
- Boston: June 19-20
- Chicago: May 18-19
- Dallas: Oct. 16-17
- Des Moines: Feb. 8
- Kansas City: Nov. 16-17
- Las Vegas: March 22-23
- Los Angeles: Feb. 23-24
- Miami: Dec. 11-12
- New York: Sept. 25-26
- Northbrook, Illinois: June 14
- Plano, Texas: March 20
- Portland: July 27-28
- San Francisco: Aug. 17-18
- Washington, D.C.: April 6-7
Keep up with my calendar.