how to build a story that customers will love, use, keep and share: the anatomy of newscraft
DESCRIPTION
Newscraft is a hybrid that blends traditional journalism methods, tested copywriting techniques and proven SEO strategies to create a 600-800 word story that attracts highly targeted readers (online or offline), converts readers into prospects, and helps your client to move products out the door.TRANSCRIPT
How to build a storycustomers will love, use,
keep and share:the anatomy of newscraft
Rusty Cawley, APR
What is a newscraft story?• A hybrid form of commercial copywriting that blends:
– Traditional journalism methods.– Tested copywriting techniques.– Proven strategies for search engine optimization.
• A story of 600-800 words that:– Attracts highly targeted readers (online or offline).– Converts readers into prospects.– Helps your client to move products out the door.
• Works for both B2B and B2C clients.
A first cousin of‘refrigerator journalism’
• It’s the sort of story that:– Magazine readers will clip out and post on their
refrigerators to use later.– Online audiences will email, bookmark, tag, tweet,
Like or link it.
• Readers love the newscraft story.– They share it. They store it. They act on it.
Why clients love a newscraft story
• Positions their product or service as the hero that solves the customer’s problem.
• Can be accurately measured for a clear return on investment.
Two types of newscraft stories
The How-To Story• Provides a step-by-step
process for solving a common problem.
• Offers a formula.• “Take these materials and
perform these tasks in this order, and you will solve your problem.”
The Ways-To Story• Offers a list of best available
options for solving a common problem.
• Provides a menu.• “Here is a list of great
options for solving your problem. Choose the ones that best fit your situation.”
The How-To and the Ways-Tohave exactly the same anatomy
1. The Headline2. The Lead3. The Nut Graf4. The Set-Up5. The List6. The Summary7. The Call to Action
Each part of the anatomyhas a specific function …
1. The Headline
• Grabs the reader’s attention by announcing:– Exactly what your story is about.– What benefit the reader will gain from spending
time with your story.
2. The Lead
• Finishes the work of the headline by smoothly transitioning the reader to the Nut Graf.
• Always remember: The job of the Lead is to keep the reader reading.
3. The Nut Graf
• States in plain, clear language:– This is exactly what this story is about.– Here is the problem it will solve for you.
4. The Set-up
• Heightens the reader’s emotion and enthusiasm.
• Sketches a picture of how much better the reader’s life will be after studying the story, putting it into action and solving the problem.
5. The List
• Provides the meat of the story.– In a How-To story, these are the specific steps that
will lead to a solution.– In a Ways-To story, this is the menu of best
available options for solving the problem.
6. The Summary
• Echoes the Nut Graf and the Set-Up to remind readers:– Why they chose to invest their time with the story.– What value they can draw out of the story’s
contents to improve their lives.
7. The Call to Action
• Provides the next step that the reader should take: Call an 800 number, go to a web site, send an email, visit a local dealer, redeem a coupon, etc.– Whatever action will close the gap between problem
and solution.– Allows you to measure the results.
• Prospects want to know, “What do I do next?” Tell them.
