{"id":2191,"date":"2016-05-20T17:06:12","date_gmt":"2016-05-20T17:06:12","guid":{"rendered":"http:\/\/bobtherieau.com\/blog\/index.php\/2016\/05\/20\/2016-5-20-once-upon-a-time-html\/"},"modified":"2016-05-20T17:06:12","modified_gmt":"2016-05-20T17:06:12","slug":"2016-5-20-once-upon-a-time-html","status":"publish","type":"post","link":"https:\/\/bobtherieau.com\/blog\/2016\/05\/2016-5-20-once-upon-a-time-html\/","title":{"rendered":"Once Upon A Time"},"content":{"rendered":"
\n

\"\"<\/span><\/span><\/p>\n

Friends,<\/p>\n

I’ve got a bone to pick with a copywriting trend I’m seeing lately. It’s popping up in press releases, news articles, think pieces and op-eds with alarming frequency and I’m already tired of it.<\/p>\n

This trend is really a writing style and it goes like this…<\/p>\n

 <\/p>\n

    \n
  1. First paragraph has some background and lays out a premise.<\/li>\n
  2. Second paragraph says how we used to do a thing.<\/li>\n
  3. Third and subsequent paragraphs introduce the new thing and explain how great it is.<\/li>\n<\/ol>\n

     <\/p>\n

    It’s lazy (and I’ve done it myself) and not new in itself. What’s new is that articles are explicitly telling you what they’re doing. Here’s an example<\/a>…<\/p>\n

    \n

    Everyone likes to tell stories – it’s something we’ve done since we were kids. These days storytelling is an inherent part of our daily lives on social media, whether it’s sharing family photos or promoting a product, company, or cause.<\/p>\n

    For a long time, the tools that let us creatively express ourselves and tell our stories were there for the select few who knew how to use them. But times have changed.  A high-definition camera is just a swipe away. You can carry an orchestra in your pocket and a digital publishing studio in your bag. We already know how to share with the world—but how do we actually stand out by telling our stories with impact?<\/p>\n

    Today we’re announcing Adobe Spark<\/a> – a new way to create powerful visual stories…<\/p>\n<\/blockquote>\n

    Sure, Executive Vice Presidents write this way, but you shouldn’t. You’re better than that.<\/p>\n

    Your best pal in the whole world,<\/p>\n

    – bob<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Friends, I’ve got a bone to pick with a copywriting trend I’m seeing lately. It’s popping up in press releases, news articles, think pieces and op-eds with alarming frequency and I’m already tired of it. This trend is really a writing style and it goes like this…   First paragraph has some background and lays … <\/p>\n

    Continue reading “Once Upon A Time”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[18],"class_list":["post-2191","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-punditry"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/bobtherieau.com\/blog\/wp-json\/wp\/v2\/posts\/2191","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bobtherieau.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bobtherieau.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bobtherieau.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bobtherieau.com\/blog\/wp-json\/wp\/v2\/comments?post=2191"}],"version-history":[{"count":0,"href":"https:\/\/bobtherieau.com\/blog\/wp-json\/wp\/v2\/posts\/2191\/revisions"}],"wp:attachment":[{"href":"https:\/\/bobtherieau.com\/blog\/wp-json\/wp\/v2\/media?parent=2191"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bobtherieau.com\/blog\/wp-json\/wp\/v2\/categories?post=2191"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bobtherieau.com\/blog\/wp-json\/wp\/v2\/tags?post=2191"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}