Story structure

Hybrid organizational structures in writing

Hourglasses, spirals, oranges and more

“When you have news, report it,” advises Roy Peter Clark, Poynter Institute senior scholar. “When you have a story, tell it.”… Read the full article

Why should you write feature article leads?

The New York Times runs 33% feature leads

New York’s Grey Lady isn’t so gray any more. Topping one-third of its stories with feature leads, The New York Times covers the world in living color.… Read the full article

End with a bang

Leave a lasting impression in the kicker

Think of the kicker as the fireworks display at the end of the Fourth of July picnic. It’s the reader’s reward for making it to the end of the piece.… Read the full article

Create a friendly writing structure

Want your brand to seem more personable?

Brands that run more feature-style stories are seen as being more:

Honest
Fun
Neighborly
Intelligent
Personable
Thought-provoking
In the know
In touch with reader values

That’s according to “Impact,” a 2001 study led by the Readership Institute at Northwestern University and sponsored by the Newspaper Association of America and the American Society of Newspaper Editors.… Read the full article

Don’t let your writing structure create combat fatigue

Are you using a 150-year-old story format?

At about the time this Union soldier marched off to war, journalists invented the traditional news structure that you use every day.… Read the full article