The print journalists invented the inverted pyramid style of writing a century ago, maybe more. Today, the web writers are realising the virtues of using this form of writing.
It has not only been adopted by web journalists but also by the mobile journalists, who find the best way to retain reader interest is to use the inverted pyramid style of writing. This style of writing is good for B2B writing, web press releases and, product descriptions.
And why not? More than print, it is the web that suffers from an information overload. The web visitor is short on time, and the choices are infinite.
You need to give him information quickly, instead of making him search for it.
Advantages of Inverted Pyramid style of writing
The inverted pyramid helps you organise your story in the most comprehensible manner. The main facts come first. The less important follow; and the least important make the end of the report.
The resulting structure is like a pyramid with the broadest part of the triangle forming the top and the pointed one making the bottom.
The advantages of such writing are:
1.Easy understanding: The report is logically organised. It starts with the key point, and ends with the least important, making it easy for the visitor to quickly grasp the main points of the story.
2. Reduces reading time: The visitor need not spend too much time on the story. It is organised to give him the main points quickly.
3. Best for scanners and skimmers: There are several readers who don’t savour each and every word. Instead they scan web reports. The inverted pyramid is ideal for such visitors. It gives them information without stressing them. Most important, they can leave the story at any point. The story organisation allows them to gather the main points at the top.
Elements of the Inverted Pyramid writing style
1. Intro / Lead: It forms the first paragraph of the web story and must communicate the most valuable information. It must focus on the five Ws and the H – Who, What, When, Where, Why and How. Often, web writers try to have all the five Ws in the intro. This must be avoided. It is important to focus on Who and What as the primary Ws. Sometime, why and how may be great start points.
(Read: Why Kipling’s 6 honest men are important for news)
2. Body: The supporting details form the body of the web story. They build upon the main point and should be organised in the order of importance. They can include quotes, explanations, description, backgrounding etc.
3. Tail: This comprises the least important facts. They are relevant for only the most involved or most interested reader.
Who should use Inverted Pyramid format
Besides news, the Inverted Pyramid style of writing is well suited for the following:
- Service descriptions used on B2B sites
- Product information on e-commerce sites
- Blogs written by company or government officials
- Press releases crafter for the web
- Read also: The ultimate guide to quality web writing