Want to write a press release that secures readers’ attention?
A study published in 2019 suggests that people’s attention span is becoming shorter. Excess device usage, apps, and media can make it difficult to maintain a user’s attention.
If you want readers to absorb the important info you wish to convey in a press release, it must fit into a narrow window. This means that journalists and content creators must structure attention-grabbing and efficient information. Lucky for you, there’s a reliable method to do exactly that.
The inverted pyramid style of writing is a proven way to deliver news in a fast and efficient manner. It’s effective enough to even engage audiences into reading more. Read on because here’s what you need to know about this writing style.
Writing a press release for a newspaper is different from writing a brochure for a product. You may have the creative freedom to be personal and bold in a brochure. However, you won’t have such a license with a newsletter.
You can make up for it with structure and delivery.
The inverted pyramid style tops essential information and adds supporting details below. This way, readers get the gist fast and can opt to take in specific yet secondary info as the article progresses. It’s designed to grab audiences’ attention and also pique interest for specific details.
The inverted pyramid’s origins trace back to the early telegraph. News outlets had to deliver them in the first sentence. This ensures that they can deliver critical information first.
Today, this is a common method of news writing used by journalists and other media writers. In fact, the inverted pyramid is an industry-standard used by famous institutions. This includes news outlets like The New York Times and The Associated Press.
Yes, there are other ways to structure content depending on the topic and target audience. You can also already grab a reader’s attention with an eye-catching headline. So, what benefits do you get from an inverted pyramid structure of writing?
Reiterating this is worth it because it’s the chief asset of the inverted pyramid style. When the important information is at the top, readers will be thankful that they won’t have to go looking for it. They won’t have to give up reading halfway through to check another article either.
Despite having the essential information at the top, it encourages you to read more. By providing crucial info first, you’re more likely to grab a reader’s attention. They will want to know more and read through the inverted pyramid’s stages for extra details.
Another plus for this writing style is its SEO benefits. It’s inherent in the inverted pyramid’s structure to help in better SEO.
Having your keywords in the first or two sentences increases your keyword prominence. Putting important info first can get you featured on Google’s knowledge graph info box. Since you’re engaging readers with content sooner, you’re also decreasing interaction cost.
The inverted pyramid style is better for people with disabilities. It caters to people with ADHD, ADD, or dyslexia. Using the inverted pyramid makes you and your organization more inclusive.
People with these difficulties have a harder struggle in maintaining concentration. Putting necessary information first means less effort for those who have difficulty concentrating. It also helps people with dyslexia by reducing the time they need to spend reading.
Having said the many benefits of the inverted pyramid, mastering, it is important. Doing so can increase your chances of getting media pickups for your press releases. A well-written press release is not only direct and engaging; it gives the air of real news.
This is the first thing readers will see. The headline itself must command attention and also contain a keyword. It should tell readers what the topic is about.
You can also add a sub-headline. This can have more keywords and give supporting info about the headline and article.
The lead or lede should answer the 5Ws. These are the who, what, where, when, and why. Journalists must fit these in the first paragraph or the first 30 words if they can.
In any case, the lead should get to these points as fast as possible, as this is the essence of the story. The lead can also have a hook to the story. This can be a provocative detail or an intriguing quote that is sure to grab readers’ attention.
The 5Ws are the basis of the inverted pyramid, putting all the important info at the beginning.
The body is where you expound on the information given by the 5Ws. You can use supporting facts, quotes from your sources, and other supplementary details.
The inverted pyramid structure still applies here. This means you must also organize the information according to importance. The more crucial supporting details should appear earlier in the body.
The bottom tip of the inverted pyramid is where non-essential information appears. However, this doesn’t mean it can’t be helpful. It helps readers understand the context of the story without giving away the lead and the body.
The final sentences can provide lists of extra readings or links to previous reports. You can also use a kicker to end your article on an intriguing or humorous note.
Writing content in an age where people have shorter attention spans is a challenge. Do you want to ensure your press releases grabs readers’ attention? Consider using the inverted pyramid style.
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