Boost Reading With This Writing Structure


Availability
Live June 10, 2021
3–4 p.m. EDT
On-Demand, available June 17 through July 1
Full Price: $200
Members: Free!

Category: Writing

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.”

Indeed, our old friend the inverted pyramid hasn’t fared well in recent studies. Research shows that the traditional news structure reduces readership, understanding, sharing, engagement and action.

In this webinar, you’ll learn to construct a persuasive piece using 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:

  • Pull readers in with our checklist of good lead approaches.
  • Stop bewildering readers by leaving out a key paragraph.
  • Avoid the “muddle in the middle” with our menu of structural approaches.
  • Draw to a satisfying conclusion in the penultimate paragraph.
  • End with a bang, not a whimper by using our three-step test.

Presenter

Ann Wylie, president, Wylie Communications

Photo of Ann Wylie

Wylie works with communicators who want to reach more readers, and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, and to organizations like NASA, Nike and Nokia. More than 14,000 communicators worldwide subscribe to her e-zine, Wylie’s Writing Tips. She has earned more than 60 awards, including two IABC Gold Quills, for her work.

           

Accreditation

Participants with the APR credential earn 0.5 CEUs for a webinar. Learn more about Accreditation renewal.