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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?

Couldn’t put it down The feature-style story structure increases readership. Image by Fabián Pedrero Gallego

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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One to remember: Features ‘cement main points into readers’ memories’ Hey, neighbor!: Want your brand to seem more personable? Write more feature-style stories

Go Beyond the Pyramid

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.

Polish your skills at these Master Classes

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? Invite Ann