{"id":27642,"date":"2021-10-04T13:33:14","date_gmt":"2021-10-04T17:33:14","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=27642"},"modified":"2021-10-07T03:23:18","modified_gmt":"2021-10-07T07:23:18","slug":"topple-the-inverted-pyramid-style","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/10\/topple-the-inverted-pyramid-style\/","title":{"rendered":"Topple the inverted pyramid style"},"content":{"rendered":"<h2>Feature-style story structure outperforms the traditional news format<\/h2>\n<p>\u201cProse is architecture,\u201d said Ernest Hemingway. \u201cIt\u2019s not interior design.\u201d<\/p>\n<figure id=\"attachment_27643\" aria-describedby=\"caption-attachment-27643\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27643\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/10\/topple-the-inverted-pyramid-style\/inverted-pyramid-style\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style.png\" data-orig-size=\"436,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"inverted-pyramid-style\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;What organizing structure would make the best foundation for your message? Not the inverted pyramid. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/construction-wooden-cubes-isolated-on-white-55928446&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Galushko Sergey&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style-300x206.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style.png\" alt=\"Inverted pyramid style\" title=\"Inverted pyramid style\" width=\"436\" height=\"300\" class=\"size-full wp-image-27643 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style.png 436w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style-300x206.png 300w\" data-sizes=\"(max-width: 436px) 100vw, 436px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 436px; --smush-placeholder-aspect-ratio: 436\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27643\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/10\/topple-the-inverted-pyramid-style\/inverted-pyramid-style\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style.png\" data-orig-size=\"436,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"inverted-pyramid-style\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;What organizing structure would make the best foundation for your message? Not the inverted pyramid. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/construction-wooden-cubes-isolated-on-white-55928446&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Galushko Sergey&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style-300x206.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style.png\" alt=\"Inverted pyramid style\" title=\"Inverted pyramid style\" width=\"436\" height=\"300\" class=\"size-full wp-image-27643\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style.png 436w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/inverted-pyramid-style-300x206.png 300w\" sizes=\"(max-width: 436px) 100vw, 436px\" \/><\/noscript><figcaption id=\"caption-attachment-27643\" class=\"wp-caption-text\">What organizing structure would make the best foundation for your message? Not the inverted pyramid. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/construction-wooden-cubes-isolated-on-white-55928446\" rel=\"noopener\" target=\"_blank\"><em>Image by Galushko Sergey<\/em><\/a><\/figcaption><\/figure>\n<p>When you write, you\u2019re building something. Specifically, when you\u2019re writing corporate communications, content marketing or public relations messages, you\u2019re building an argument.<\/p>\n<p>So what organizing structure would make the best foundation for your message?<\/p>\n<p>Many of us learned early on that the inverted pyramid was the only way to organize information. Because of that, most communicators are so committed to the inverted pyramid that we married it in college, have sustained a monogamous relationship with it over the years and have made lots of babies with it.<\/p>\n<p>Friends, it\u2019s time to start flirting around with some other forms.<\/p>\n<h3>Why topple the inverted pyramid style?<\/h3>\n<p>Why do away with the pyramid \u2014 and choose the feature-style structure instead?<\/p>\n<p>More than 25 years of research tells us that the inverted pyramid works beautifully for distributing information over a telegraph wire, it does not work so well with a little subset of your audience known as humans.<\/p>\n<p>Here\u2019s a quick survey:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2020\/08\/content-writing-structure\/\"><strong>The inverted pyramid was invented during the Civil War<\/strong><\/a> \u2014 for use on the telegraph wire. Does this 150-year-old hierarchical blurtation of facts really make the most sense for your contemporary blog posts, webpages and online content?<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2020\/08\/inverted-pyramid-structure-of-news-writing\/\" target=\"_blank\" rel=\"noopener\"><strong>The pyramid does \u201cnot work very well with readers,\u201d<\/strong><\/a> according to the Ways With Words study. It reduced readership, understanding and engagement, among other things.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2020\/09\/feature-article-structure-outperforms-pyramid\/\"><strong>Feature-style stories outperform traditional news stories<\/strong><\/a> in readership, satisfaction and image, according to the Impact study. \u201cThere is strong evidence that an increase in the [number] of feature-style stories has wide-ranging benefits,\u201d write the researchers.<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2020\/08\/pyramid-structure-writing\/\" target=\"_blank\" rel=\"noopener\"><strong>The Associated Press is backing away from the inverted pyramid<\/strong><\/a>. The godfather of the pyramid is embracing the feature and foregoing its classic Joe Friday \u201cjust the facts, ma\u2019am\u201d style. The feature delivers more context \u2014 and attention, AP leaders say.<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2020\/08\/structure-of-content-writing\/\" target=\"_blank\" rel=\"noopener\"><strong>Feature stories get shared more often<\/strong><\/a>, according to the Reuters Institute. While news stories make up the bulk of the content on three European news sites, most of the most-shared stories are features.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2020\/10\/why-is-structure-important-in-writing\/\"><strong>Features increased reading by 520%, readers by 300%<\/strong><\/a> in an A\/B test by Groove HQ. Simply adding an anecdotal lead caused nearly three times as many people to scroll to the bottom of the post and increased time on page by more than five times.<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2020\/08\/inverted-pyramid-structure\/\" target=\"_blank\" rel=\"noopener\"><strong>The inverted pyramid is \u2018the worst form ever invented<\/strong><\/a> for explaining something to another person in words,\u201d according to a Poynter Institute scholar. That\u2019s because it\u2019s so hard to understand and remember.<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2020\/08\/inverted-pyramid\/\" target=\"_blank\" rel=\"noopener\"><strong>The inverted pyramid is the \u201canti-story,\u201d<\/strong><\/a> akin to starting <em>Cinderella<\/em> with the wedding scene. \u201cIt tells the story backward and is at odds with the storytelling tradition,\u201d experts say.<\/li>\n<\/ul>\n<h3>Don\u2019t count on the pyramid.<\/h3>\n<p>So start seeing the inverted pyramid as <em>one<\/em> approach, not <em>the<\/em> approach.<\/p>\n<p>\u201cThe inverted pyramid is one more tool in my toolbox, right for some jobs but by no means all,\u201d writes Todd McAdam, public affairs reporter at the <em>Press &amp; Sun-Bulletin<\/em> (Binghamton, New Hampshire). \u201cIn particular, it\u2019s a hammer. I use it when I need nothing more to get the news out than brute force and ignorance. Not subtle, not pretty, not very flexible, but very useful in the right circumstance.\u201d<\/p>\n<p>Which, for corporate communicators, is not very often.<\/p>\n<div id='MC-EMAIL-OVW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-67\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How can you reach email recipients on mobile?<\/h3>\r\n<p>Two thirds of email recipients open your email on their smartphones, not their laptops. Some 7% read your email newsletters in the bathroom. (And the other 93% are lying.) <a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%; \" class=\"img-max\"><\/noscript><\/a><\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>Problem is, reading your email newsletter on the small screen is like reading <em>War and Peace<\/em> through a keyhole. It\u2019s not easy to get the word out on a 5.5\u201d rectangle.<\/p>\r\n\r\n<p>So how do you reach recipients via email newsletters and marketing promotions?<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>Find out at <a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><strong>Get Opened, Read, Clicked<\/strong><\/a> \u2014 our email-writing workshop.<\/p>\r\n\r\n<p>You\u2019ll leave with tricks, tips and techniques for writing emails that get opened, read, clicked and shared.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Feature-style story structure outperforms the traditional news format<\/p>\n","protected":false},"author":6,"featured_media":27643,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[298],"tags":[318,206],"class_list":{"0":"post-27642","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-feature-structure","8":"tag-feature-style","9":"tag-inverted-pyramids","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Topple the inverted pyramid style<\/title>\n<meta name=\"description\" content=\"What organizing structure would make the best foundation for your message? 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