The Oldest Writing Trick in the Book

Web readers are people on a mission. Cramped for attention. Bent on skimming rather than diving deep. They don’t go to the web to window shop.

They go there to drive 60 miles per hour — and look at billboards. That’s the unbreakable rule of the web.

So what can you do as a web writer to not only catch their attention, but also give them what they want in less time than it takes to finish reading this sentence?

Easy. Just use the inverted pyramid … it’s an age-old journalistic technique. And the web writer’s best friend.

Some think it’s worthless. Others alter …read more