How Forbes Business Journalists Write Successful Posts -- 9 Rules To Follow
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I analyzed top articles from Forbes and others to learn how great business journalists write, from headline content and word count to power words.
![Publica;on Headline
Adweek 3
Surprising
Retail
Trends
That
Emerged
From
NRF's
Big
Show
Bloomberg VR
and
AI
Wizardry
Can't
Help
Stores
Struggling
to
Nail
Down
the
Basics
Bloomberg Yellen
Warns
Anecdotal
Signs
Show
Businesses
Pu]ng
a
Pause
on
Spending
Bloomberg America's
Biggest
Grocery
Chain
Says
Shoppers
Wary
About
Future
Business
Insider Walmart
exec
reveals
why
it
canceled
its
Amazon
Go-‐like
cashierless
program
in
stores
—
and
what
the
company
is
working
on
instead
Business
Insider The
UK
online
grocer
that's
helping
Kroger
baGle
Amazon
blew
up
the
biggest
misconcep:on
about
delivering
groceries
to
Americans
Business
Insider
The
CEO
of
Kroger,
America's
largest
supermarket
chain,
explains
why
the
company's
merger
with
the
country's
6th
favorite
grocer
puts
them
in
the
perfect
posi:on
to
take
on
Amazon
and
Whole
Foods
Business
Of
Fashion
Op-‐Ed
|
Why
I’m
Leaving
Neiman
Marcus
Chain
Store
Age The
new
‘power
shopper’
is…
CNBC Recession
threat
has
retailers
thinking
twice
about
big
decisions
How
Forbes
Business
Journalists
Write
Successful
Posts
-‐-‐
9
Rules
To
Follow
By
Andrew
Cherwenka,
President,
Touchpoints
Retail
Consul:ng
Suppor:ng
data
for
LinkedIn
ar:cle
published
Feb
6,
2019
hGps://www.linkedin.com/pulse/how-‐forbes-‐business-‐journalists-‐write-‐successful-‐posts-‐cherwenka/](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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How Forbes Business Journalists Write Successful Posts -- 9 Rules To Follow
- 1. How Forbes Business Journalists Write Successful Posts -‐-‐ 9 Rules To Follow By Andrew Cherwenka, President, Touchpoints Retail Consul:ng Suppor:ng data for LinkedIn ar:cle published Feb 6, 2019 hGps://www.linkedin.com/pulse/how-‐forbes-‐business-‐journalists-‐write-‐successful-‐posts-‐cherwenka/ Publica;on Hed words Hed chars Sub words Sub chars Lede paras Lede words Lede chars Body paras Body sents Body words Body chars Body call/o Body pics Hed ch/wd Sub ch/wd Body se/pa Body wd/pg Body ch/pg Body wd/se Body ch/wd Adweek 10 50 6 25 2 86 484 13 27 599 3,091 3 0 5 4 2 46 238 22 5 Bloomberg 13 59 20 105 2 91 516 14 39 778 4,274 2 3 5 5 3 56 305 20 5 Bloomberg 11 62 19 103 1 30 158 10 20 508 2,580 1 0 6 5 2 51 258 25 5 Bloomberg 9 55 20 103 1 16 93 9 11 317 1,614 1 1 6 5 1 35 179 29 5 Business Insider 21 109 103 505 2 74 338 16 24 587 2,990 0 2 5 5 2 37 187 24 5 Business Insider 19 112 66 399 2 112 537 3 30 572 2,950 15 2 6 6 10 191 983 19 5 Business Insider 31 166 79 424 1 20 96 12 26 440 2,270 0 1 5 5 2 37 189 17 5 Business Of Fashion 5 25 19 126 2 94 507 14 38 910 4,582 0 0 5 7 3 65 327 24 5 Chain Store Age 5 23 7 26 1 84 430 9 18 429 2,180 0 0 5 4 2 48 242 24 5 CNBC 9 57 75 415 2 21 84 14 26 511 2,544 0 0 6 6 2 37 182 20 5
- 2. Publica;on Headline Adweek 3 Surprising Retail Trends That Emerged From NRF's Big Show Bloomberg VR and AI Wizardry Can't Help Stores Struggling to Nail Down the Basics Bloomberg Yellen Warns Anecdotal Signs Show Businesses Pu]ng a Pause on Spending Bloomberg America's Biggest Grocery Chain Says Shoppers Wary About Future Business Insider Walmart exec reveals why it canceled its Amazon Go-‐like cashierless program in stores — and what the company is working on instead Business Insider The UK online grocer that's helping Kroger baGle Amazon blew up the biggest misconcep:on about delivering groceries to Americans Business Insider The CEO of Kroger, America's largest supermarket chain, explains why the company's merger with the country's 6th favorite grocer puts them in the perfect posi:on to take on Amazon and Whole Foods Business Of Fashion Op-‐Ed | Why I’m Leaving Neiman Marcus Chain Store Age The new ‘power shopper’ is… CNBC Recession threat has retailers thinking twice about big decisions How Forbes Business Journalists Write Successful Posts -‐-‐ 9 Rules To Follow By Andrew Cherwenka, President, Touchpoints Retail Consul:ng Suppor:ng data for LinkedIn ar:cle published Feb 6, 2019 hGps://www.linkedin.com/pulse/how-‐forbes-‐business-‐journalists-‐write-‐successful-‐posts-‐cherwenka/
- 3. Publica;on Hed words Hed chars Sub words Sub chars Lede paras Lede words Lede chars Body paras Body sents Body words Body chars Body call/o Body pics Hed ch/wd Sub ch/wd Body se/pa Body wd/pg Body ch/pg Body wd/se Body ch/wd CNBC 13 70 52 277 1 41 218 9 20 431 2,260 0 0 5 5 2 48 251 22 5 CNBC 11 62 70 338 1 26 148 5 8 173 867 0 0 6 5 2 35 173 22 5 Footwear News 11 56 11 44 2 62 325 9 23 507 2,495 0 0 5 4 3 56 277 22 5 Forbes 8 43 0 0 1 37 186 8 42 1,076 5,569 0 0 5 0 5 135 696 26 5 Forbes (Thau) 10 60 0 0 2 51 242 23 38 863 4,679 5 1 6 0 2 38 203 23 5 Forbes (Thau #1) 13 70 0 0 2 25 129 15 18 392 2,159 4 0 5 0 1 26 144 22 6 Forbes (Thau #10) 9 32 0 0 3 93 524 14 36 839 4,362 4 0 4 0 3 60 312 23 5 Forbes (Thau #2) 11 55 0 0 1 35 160 32 45 1,109 5,783 3 0 5 0 1 35 181 25 5 Forbes (Thau #3) 11 54 0 0 2 46 246 27 43 837 4,544 5 0 5 0 2 31 168 19 5 Forbes Thau (#4)) 11 45 0 0 2 36 179 9 14 373 1,921 0 1 4 0 2 41 213 27 5 How Forbes Business Journalists Write Successful Posts -‐-‐ 9 Rules To Follow By Andrew Cherwenka, President, Touchpoints Retail Consul:ng Suppor:ng data for LinkedIn ar:cle published Feb 6, 2019 hGps://www.linkedin.com/pulse/how-‐forbes-‐business-‐journalists-‐write-‐successful-‐posts-‐cherwenka/
- 4. Publica;on Headline CNBC Economic uncertainty has prompted some retailers to put plans on hold, Yellen says CNBC Alibaba dips aler the company’s president warns ‘China has slowed down’ Footwear News Leading Economists Weigh In on US-‐China Trade Dispute at NRF Event Forbes Top Five Digital Transforma:on Trends At NRF 2019 Forbes (Thau) How Department Stores Are Killing Off The Full-‐Price Apparel Business Forbes (Thau #1) New Study Reveals Why Consumers Really Shop Online (Surprise: It Isn't Low Prices) Forbes (Thau #10) A Look At The Retail Model Of The Future Forbes (Thau #2) Why The Future Is Murky For Old-‐Line Retailers J.C. Penney, Sears Forbes (Thau #3) Five Signs That Stores (Not E-‐Commerce) Are The Future Of Retail Forbes Thau (#4)) Sears To Close 100 More Stores -‐-‐ Here's Where They Are How Forbes Business Journalists Write Successful Posts -‐-‐ 9 Rules To Follow By Andrew Cherwenka, President, Touchpoints Retail Consul:ng Suppor:ng data for LinkedIn ar:cle published Feb 6, 2019 hGps://www.linkedin.com/pulse/how-‐forbes-‐business-‐journalists-‐write-‐successful-‐posts-‐cherwenka/
- 5. Publica;on Hed words Hed chars Sub words Sub chars Lede paras Lede words Lede chars Body paras Body sents Body words Body chars Body call/o Body pics Hed ch/wd Sub ch/wd Body se/pa Body wd/pg Body ch/pg Body wd/se Body ch/wd Forbes (Thau #5) 11 44 0 0 2 33 155 28 36 805 4,426 0 7 4 0 1 29 158 22 5 Forbes (Thau #6) 10 50 0 0 3 63 327 36 55 1,385 7,304 0 0 5 0 2 38 203 25 5 Forbes (Thau #8) 17 82 0 0 2 74 411 21 33 935 5,060 0 1 5 0 2 45 241 28 5 Forbes (Thau #9) 13 57 0 0 1 39 169 9 13 353 1,916 0 1 4 0 1 39 213 27 5 My Total Retail 10 48 0 0 1 56 292 17 42 833 4,301 3 0 5 0 2 49 253 20 5 Retail Dive 6 32 29 143 1 45 235 10 32 993 5,185 2 0 5 5 3 99 519 31 5 Retail Dive 13 67 19 92 1 58 277 14 27 831 3,885 0 0 5 5 2 59 278 31 5 Retail Dive 8 38 25 108 1 17 76 10 30 771 3,702 0 0 5 4 3 77 370 26 5 Retail Dive 8 47 0 0 1 46 238 7 14 388 1,971 0 0 6 0 2 55 282 28 5 Retail Dive 8 49 17 112 1 20 101 5 12 342 1,781 0 0 6 7 2 68 356 29 5 How Forbes Business Journalists Write Successful Posts -‐-‐ 9 Rules To Follow By Andrew Cherwenka, President, Touchpoints Retail Consul:ng Suppor:ng data for LinkedIn ar:cle published Feb 6, 2019 hGps://www.linkedin.com/pulse/how-‐forbes-‐business-‐journalists-‐write-‐successful-‐posts-‐cherwenka/
- 6. Publica;on Headline Forbes (Thau #5) 7 Retail Trends That Will Shape How You Shop This Year Forbes (Thau #6) The Ugly (Retail) Truth: Which Stores Will Close Or Survive Forbes (Thau #8) How Big Data Helps Chains Like Starbucks Pick Store Loca:ons -‐-‐ An (Unsung) Key To Retail Success Forbes (Thau #9) Macy's To ShuGer 100 Loca:ons As It Recasts 'The Role Of The Store' My Total Retail Marvin Ellison on Lowe’s, Leadership and a Life in Retail Retail Dive Will a China slowdown hurt retailers? Retail Dive The right decisions are never tough decisions:' Retail execs on taking a stand Retail Dive Marvin Ellison's plan to build Lowe's back up Retail Dive What drives retailers to seek supply chain visibility? Retail Dive Visa launches She's Next to support female entrepreneurs How Forbes Business Journalists Write Successful Posts -‐-‐ 9 Rules To Follow By Andrew Cherwenka, President, Touchpoints Retail Consul:ng Suppor:ng data for LinkedIn ar:cle published Feb 6, 2019 hGps://www.linkedin.com/pulse/how-‐forbes-‐business-‐journalists-‐write-‐successful-‐posts-‐cherwenka/
- 7. Publica;on Hed words Hed chars Sub words Sub chars Lede paras Lede words Lede chars Body paras Body sents Body words Body chars Body call/o Body pics Hed ch/wd Sub ch/wd Body se/pa Body wd/pg Body ch/pg Body wd/se Body ch/wd Averages (All posts) 12 60 22 118 2 52 266 14 28 666 3,457 2 1 5 3 2 56 287 24 5 Averages (Thau only) 12 55 0 0 2 50 254 21 33 789 4,215 2 1 5 0 2 38 204 24 5 Min 5 23 0 0 1 16 76 3 8 173 867 0 0 4 0 1 26 144 17 5 Max 31 166 103 505 3 112 537 36 55 1,385 7,304 15 7 6 7 10 191 983 31 6 Median 11 55 11 44 1 46 238 13 27 599 3,091 0 0 5 4 2 48 242 24 5 Std Dev 5 28 29 156 1 27 145 8 12 282 1,493 3 1 1 3 2 33 171 4 0 *Body word counts include ledes How Forbes Business Journalists Write Successful Posts -‐-‐ 9 Rules To Follow By Andrew Cherwenka, President, Touchpoints Retail Consul:ng Suppor:ng data for LinkedIn ar:cle published Feb 6, 2019 hGps://www.linkedin.com/pulse/how-‐forbes-‐business-‐journalists-‐write-‐successful-‐posts-‐cherwenka/
- 8. SCORECARD Hed Sub Lede Body (S) Body (L) Tar Act Tar Act Tar Act Tar Act Tar Act Words 12 12 24 24 48 52 350 850 850 Sentences 1-2 1 2-4 3 16 36 52 Paragraphs 1-2 1 8 18 18 Sent/Para 2 3 2 2 3 Words/Sent 24 24 16 Words/Para 48 47 Who Y Y Y Y Y Y What Y Y Y Y Y Y Why Y Y Y Y Y Y How Y Y Y Y When Y Y Hed all caps Y Comp name pos 1-2 2 How Forbes Business Journalists Write Successful Posts -‐-‐ 9 Rules To Follow By Andrew Cherwenka, President, Touchpoints Retail Consul:ng Suppor:ng data for LinkedIn ar:cle published Feb 6, 2019 hGps://www.linkedin.com/pulse/how-‐forbes-‐business-‐journalists-‐write-‐successful-‐posts-‐cherwenka/