small-logo
Need help now? Call 216.321.7774

A Master Class in Storytelling, Pacing and Payoff

Introduction by Bruce Hennes, Hennes Communications

The cover story in this month’s Atlantic magazine is the kind of piece that reminds us why reading great writing still matters. On its face, it’s an exuberant, highly original exploration of something wonderfully ordinary. But what makes it worth your time is the craftsmanship: the voice, the pacing, the buildup of curiosity — and the discipline required to keep a reader engaged all the way to the final payoff.

From time to time we include in this newsletter links to great TV commercials. To write tight and craft a script and video that can sell a product, change a mind, tug a heartstring or cause someone to shed a tear is indeed a special skill set.

So, too, are there lessons to learn from long-form writing. Great writing teaches us how to hold attention, how to create momentum and how to make a reader care.

Whether you write speeches, memos, crisis statements or marketing copy, there are no substitutes for using the right word or crafting a thoughtful sentence or provocative paragraph, combing both to make the reader want to re-read it, send it to a friend or clip it out to attach to the refrigerator door.

In the end, that is the real value of a piece like this: it reminds us that good writing does more than inform. It entertains, persuades, surprises and lingers. It makes the reader keep turning the page because the writing itself is part of the experience. And while most of us should still strive for clarity and brevity, we should never forget that memorable communication is built one careful word at a time.

____________________

I Found It: The Best Free Restaurant Bread in America

Thirteen thousand miles. Infinite contenders. One beautiful loaf.


Contact Us

Your name Organization name Describe your situation Your phone number Your email address
Leave this as it is