The true key to any successful blog post, magazine article or news story is that it is informative, poignent and catches the attention of the reader.

This document provides information on how to structure a story for Email Marketing Manual.

What's in a name?

"That which we call a rose By any other name would smell as sweet."

Headlines are the first and often the most vital part of any post. If your title doesn't garner instant attention the chances of the post being read is going to be drastically reduced.

Make sure that story titles are punchy, draw attention and relate to the content of the story.

Allow me to introduce myself

Every story has to have an introduction. This acts as the article teaser on the front page or search results. It is also your second chance to get the reader to click through the read the article.

Keep it simple, it needs to summarise the content of the whole story. Look at any newspaper or magazine article. You will always find the story is summarised first, then allows the full story to go into more detail.

This introduction should not be more than 2 paragraphs, the first paragraph must be in bold.

Show me the money

Images can be used in many ways to compliment textual content. They can act as a visual aid to something which is being described. For example, the Email Clinic provides a breakdown of an email highlight key points in its failings. A image which displays a particular point being outlined will keep the flow of the document.

Images can also be used for illustration purposes. An illustration is generally regarded as any form of imagery which compliments or cna be referenced to all or an aspect of the stories content.

All images for posts need to be 550x155px. There are no constraints to full size images.

Use sub headings and quotes to draw attention

Flick through any newspaper or magazine and you will most likely skim read a page before committing to reading it. You subconciously scan any page looking for chunks of text that stand out that may appeal to you. By breaking up your stories into logical blocks and providing sub headings you may be able to attract attention to key points in your story. In the case of lengthier posts, it also acts as a start/stop point. A reader may make a mental note of a heading and return later to finish it off.

In Conclusion

All good stories need an ending. Unless written by David Lynch, an ending is supposed to tie up all the loose ends. The hero gets the girl, the US Army defeats the terrorists and Everyone rides off into the sunset.

Any good article should do the same. Make sure your closing statements are a final summary of what has been said. Provide links to further reading if applicable and any other information which may be deemed useful to the reader.