How does Nobel Prize winning, elephant-loving author Rudyard Kipling, help us write fab content for our client magazines and newspapers?
We’ll tell you how. Fancy a poem?
“I keep six honest serving-men
(They taught me all I knew);
Their names are WHAT and WHY and HOW
And WHEN and WHERE and WHO.”
Good eh? Let’s elaborate.
These six little words are central to writing engaging articles, and super-important when it comes to getting a message across and telling a story.
Our journalists and writers try to get WHAT and WHO across in the intro. What it’s all about, the message, the story? What’s special about this piece and what will make people want to read on? Who’s involved, how they got involved, the team they’re part of and their role within the company?
The nitty-gritty comes in the body of the copy. We’ve got the readers’ attention, now we give them what they want, the WHEN, the WHERE, the WHY, when it happened and why the date is significant, where the action took place and why it’s relevant to the story. Finally, make clear why it’s here – what’s the call to action in this article and what should colleagues do as a result?
Next comes the HOW – how it happened, the challenges and processes involved, final thoughts from colleagues on impact/solutions/effect/outcomes and contact details.
We’re proud to say at scarlettabbott we produce fresh, unique, engaging and entertaining content for a wide range of diverse internal audiences, and by following the wise words of Kipling, and using our IC expertise, we make sure we hit-the-spot with them every time.