(ORIGINALLY PUBLISHED ON LINKEDIN PULSE)
Anyone who has gone to J School or taken a journalism course is most likely acquainted with the concept of the Inverted Pyramid – a style of writing that places the most important information up top and less important information at the bottom. More bluntly said: Start with the relevant stuff, end with the fluff.
That’s the way to accommodate busy editors and short form readers.
However, with the advent of storytelling, particularly in advertising, there’s a whole lot of waiting going on. I understand the value of making an emotional connection and the terms of engagement … entice, hook, nurture, and then slam home the brand… but sometimes as a consumer, I don’t want to watch a melodrama only to discover it’s brought to me by a box of crackers.
Don’t get me wrong: I love TV ads that are sequential – where characters are interesting enough to foster a following. And I often like the softer side of sales which is more about the experience than the product or features.
But sometimes when I’m busy, cranky, or impatient, I just want “the facts, ma’am.” What it is; how much it costs; and where I can buy it. I don’t want to trip down memory lane or prance along the primrose path.
When I see a press release that starts with a quote, history or promotional statement, I cringe and crave the old Inverted Pyramid: who, what, where, when, why and how. When that is missing, I assume the author is either inexperienced or not aware that there are different writing styles for different purposes. Once I had a supervisor who thought it would be creative to begin our PR with a comment. I had to track down an editor to convince this person that, “No one reads those quotes. In fact, we assume they’re made up.”
Perhaps that’s harsh, but point is, in this age where “everyone’s a writer,” prioritizing information warrants discussion.
After talking with someone yesterday (talented in his own rights as a videographer), it dawned on me that many people are just not familiar with news-driven information organization. For those schooled in narrative thinking, it’s more logical to set the stage, play out the plot line, then slowly lead up to the clincher. Unfortunately, this isn’t always effective — particularly for direct response — where buying decisions can be impulsive and made in a split-second.
So are we clouding the urgency of our message by weaving it into a fable? Are we diminishing results by not being direct? Should we invert content more often in order to get to the point and ask for the order?
Apparently the Sphinx and I aren’t the only ones pondering this enigma. Here’s an intelligent article from the Poynter Institute that discusses Inverted Pyramids as used in print with a link to Jakob Nielsen who discusses their use on the web.
For me, “Once Upon A Time” can be nice, but there’s much to be said for not scrolling until the princess is kissed.