How to write a nut graf, or nut graph
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Tell readers what you’re going to tell ’em

Subheads ... are ‘the most important thing you can do’ online
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“If you are not calling out sections of your web pages or prose on those pages with subheads, you are making a big mistake!” write Pernice et al. “If you take nothing else [away], please take this: Use subheads and subsubheads.”

Background tops the types of feature story leads to avoid
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Don’t start with the blah blah blah

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