Start with a strong, eye-catching sentence. The introductory paragraph should immediately capture attention, possibly evoke emotion and reveal pain points.

The supporting paragraphs right after the introductory paragraph should primarily highlight facts and info to further the story and why the reader should continue reading on (creating a need step). This paragraph is key to prepping the reader to not just take in but need the information presented in rest of the story.

Quite possibly, share a scenario or quote to build relatability. This is also a good opportunity to personalise and add the colourful language in as there are fewer opportunities for that later when presenting the information in bullet form. The key here is to prepare the reader to need the information shared down below.

For choosing the topics below, make sure they amplify, support or resolve any emotions, pain points, efforts presented in the first few paragraphs.

The piece should end with a powerful CTA. The story with a note that the readers themselves could help to resolve or relieve a pain point presented in the story. The information serves as the motivation for them to do something about it, e.g. help reduce food waste or donate to a local food drive.