How to engage your readers with good copy
Next time you’re writing, try this: Tell your reader why they should care first – then give them the context.
You’ll notice when reading many articles or media releases, they start by describing the ‘who, what, where, when’. This can take a paragraph or three. As a result, the most interesting, relevant information (the part that makes you want to read on) is buried in the middle or at the bottom of the story.
So how can you be more engaging? Here’s an example, if an employee has won an award, put the information about what the win means first. So, if it means that their peers or customers have recognised them as the best in the industry for the year, say that!
Then, in the following paragraphs, give the details such as the award’s name and which body granted it, who voted/judged, and where and when it was awarded.
If you’re uncertain, read your draft article back, pick out the most news-worthy sentence and move it to the top. Then, re-work your copy accordingly.