Internal Pages

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Internal Pages
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Body Copy
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Every paragraph (as well as every page as a
whole) is an inverted pyramid
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Subheadings

• Subheadings are direct and scannable.
• They lead us through an organized sequence of
  ideas (even though each paragraph could stand
  alone)Web Site Habitat for HumanityPage
  Title Why Habitat for Humanity is
  NeededSubheadings -Millions of Americans face
  a housing crisis.-Worldwide, the need is even
  greater.-Housing problems have far-reaching
  consequences.-Habitat for Humanity is Changing
  Lives

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Packages of Information

• On any single page, paragraphs can be read out of
  order as well.
• Therefore, think in terms of delivering small
  packages of information that relies very little
  on other packages.

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Example
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Another Common FormatNews and Other Original
ContentAppear to be news articles (we will look
at in PR and Journalism)

• Examples IBMs articles, Greenpeace Sex, Lies,
  and Hazardous Chemicals, News
• Note News that is promotional may take the
  form of journalism, but its considered public
  relations.

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FAQ

• Answers to frequently-asked questions can save
  both customer and company time and meet specific
  promotional goals.
• Can also be used to put worries to rest, without
  being negative.
• Address any fears or objections with positive
  language

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QUESTIONS?