October 24, 2017

Read all about it

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?

Read all about 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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“Everything that happens in the world is absolutely fascinating — until you read it in a newspaper.”
— Ted Anthony, national writer for the Associated Press

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

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

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

Register for Master the Art of the Storyteller in Los Angeles: Ann Wylie's creative-writing workshop in Los Angeles on Feb. 23-24, 2017
Register for Catch Your Reader: Ann Wylie's persuasive writing workshop in Las Vegas on March 22-23, 2017
Register for Cut Through the Clutter - Ann Wylie's Tight Writing workshop in Washington, D.C. on April 6-7, 2017
Register for Not Your Father's News Release - Ann Wylie's PR-writing workshop in Chicago on May 18-19, 2017
Register for Catch Your Reader: Ann Wylie's persuasive writing workshop in Boston on June 19-20, 2017
Register for Get Clicked, Read, Shared & Liked - Ann Wylie's online-writing workshop in Portland on July 27-28, 2017
Register for Cut Through the Clutter - Ann Wylie's tight-writing workshop in San Francisco on Aug, 17-18, 2017
Register for Master the Art of the Storyteller in New York: Ann Wylie's creative-writing workshop in New York on Sept. 25-26, 2017
Register for Catch Your Readers in Dallas: Ann Wylie's persuasive writing workshop in Dallas on Oct. 16-17
Register for Not Your Father's News Release - Ann Wylie's PR-writing workshop in Kansas City on Nov. 16-17, 2017
Register for Get Clicked, Read, Shared & Liked - Ann Wylie's online-writing workshop in Miami on Dec. 11-12, 2017

Rather bring Ann in to train your whole team?

Catch Ann on the road

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.