Build a bridge, not a wall — and more
Friends!
Thanks for the great feedback on last week’s writing resolutions decisions. Here, thanks to popular demand, are three more:
1. Build a bridge, not a wall.
“‘In the beginning, God created the heavens and the earth,’” writes John McIntyre, copy desk chief, Baltimore Sun.
“The creation of the universe has a 10-word lead! So why do you need 40 words to say that your chief accountant has just completed the necessary certification? The answer, of course, is you don’t.”
Keep your lead to 25 words or less. Build a bridge into your article; don’t erect a wall that readers have to crawl over to get into your message.
2. Master the feature-style story structure.
A few years ago, Groove HQ ran an A/B test on a blog post. The B version increased reading by 520% and readers by 300%.
The difference? The A version featured a traditional news lead; the B version, a feature lead.
This is just one data point in a ream of research that shows again and again that readers prefer feature structure. Make 2025 the year you master the feature-style story form.
3. Break it up.
If you break writing up into three steps, research says, you’ll write better, easier and faster. So:
- Prewrite: Get ready to write. Do your research, determine your theme, organize your message.
- Write: Sit down at the keyboard and feel the words flowing out of your fingertips.
- Rewrite: Dot the I’s and cross the T’s and hit your readability numbers.
Take a break between each of these steps, and you’ll soon be writing better, easier and faster — and enjoying the process more.
Does your team need help accomplishing its New Year’s writing goals? If so, reach out. I’ll help you and your team members write messages that Catch Your Readers.