Strathcona County embraces the feature-style story structure Too many communicators have married the inverted pyramid and made a lot of triangular babies. Problem is, the traditional news structure doesn't work well with humans. But in Alberta, communicators are starting to flirt with other structures. After attending one of my Beyond the Inverted Pyramid workshops, … [Read more...] about Extreme makeover
scannable copy
30-3-30 redux
What does Clay Schoenfeld's rule look like today? Back in the mid-20th century, academician and communication theorist Clay Schoenfeld recommended the 30-3-30 rule. That is, you should present your message as if one-third of your audience will give you: 30 minutes. These folks are readers, and don't we wish there were more of them! 3 minutes. They're not reading … [Read more...] about 30-3-30 redux
Pass the dollar-bill test
If it looks easier to read, more people will read it One technique for making sure even a long story looks easy to read is to use Edmund Arnold's dollar-bill test. Arnold, a journalist and design consultant for more than 50 years, said that no chunk of copy should stretch longer than and wider than a dollar bill. Break copy up. To keep copy chunks short and … [Read more...] about Pass the dollar-bill test