In the 1940s, Barney Kilgore, editor of The Wall Street Journal, was frustrated with typical news reporting and writing. He was tired of the inverted pyramid (most important information first, followed by less important facts, followed by even less important details, etc.), popularized by the newspaper wire services started before the U.S. Civil War.
He apparently wanted to create more engaging pieces in his newspaper. Presumably he wanted to print articles that would draw readers in, keep them engaged and make them think. Thus, The Wall Street Journal (WSJ) model took hold.
With this format, writers use an anecdotal lead to hook readers, followed by sections that then drive home the story’s thesis. The model lends itself to supporting explanation over information and understanding over knowledge.
Perhaps most importantly, the WSJ style results in a compelling read. And, that is probably why it is still used by many journalists today.
It’s not really a hallmark of the marketing world, though. However, I firmly believe that it should be whole-heartedly embraced.
Indeed the WSJ model could work well for healthcare marketers who are trying to engage and educate readers via articles, case studies, white papers and other marketing materials.
Here’s a rundown explaining why healthcare marketers should leverage each element of the engaging model:
The anecdotal lede (or lead) draws readers in with personal stories. This is especially powerful in healthcare marketing as all humans (and, therefore all readers) are likely to relate to stories of life and death. Even if your specific content project doesn’t have such a direct clinical care angle, though, you can still draw readers in by telling personal stories revolving around business issues or clinical challenges.
The nutshell paragraph or nut graf links the lede to the core elements of the story and tells readers why the issue is important and why they should stay engaged. This paragraph often answers the who, what, when, where, why and how questions. As such, the paragraph provides a great opportunity for healthcare marketers to make complicated subjects much easier to understand.
The body of the piece then amplifies all of the elements introduced in the nut graf. This section typically incudes illustrative explanations and quotes. Healthcare marketers can use this part of the piece to objectively present the evidence that supports the thesis (and presumably will prompt readers to consider their products or services).
The evidence section cites various research studies or statistics that support the main themes. By presenting solid research, healthcare marketers can ensure that the piece will have significant credibility.
The kicker often refers back to the lede. This section also prompts readers to think about the issue – and encourages them to take action. In this concluding section, healthcare marketers, of course, can subtly prompt readers to learn more about or even invest in their products or services.
Are you ready to learn about how By McCormack Services can leverage the WSJ model to develop compelling content for your organization? If so, please contact us today.