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An inverted pyramid needs to sit on something

It’s always been sound advice, in my opinion, to write technical articles in the ‘news style’ of every paragraph being of decreasing importance. I include the text of product pages in this. If the opening explains who, what, when, where and why, you’ve got your message over to even the shortest of attention spans.

However, there’s a big difference. Rather than being entirely an inverted pyramid fading away to the least important points, a technical article should have a conclusion. This is to catch the people who read the opening, but then scroll to the end – a very common habit, particularly on the web.

And of course there must always, always be a call to action at the end. There’s no point in going to all the effort and expense of getting a prospect to read your work and then not getting them to take action. This can be tied up with the conclusion, in many cases, but both need to exist.