Definition
Inverted pyramid copy leads with the most important message, then provides supporting detail. It matches how recipients skim, ensuring the key point is seen.
The CTA should appear early and be re-stated near the end.
Inverted pyramid copy front-loads the message for skimmers, ensuring the key point is seen even with partial reading. The CTA appears early and is re-stated near the end. It matches how recipients actually read email.
Writing Inverted
Open with the core benefit or ask.
Follow with supporting detail and then the call to action.
Why It Matters
Inverted pyramid copy front-loads the message for skimmers. Understanding it ensures your key point survives even partial reading.
Best Practices
- Open with the core benefit or ask.
- Follow with supporting detail and then the call to action.
- Keep the funnel visible even when skimming.
- Front-load the value proposition.
- Re-state the CTA near the end.
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Frequently Asked Questions
Leading with the key point before the context. Inverted pyramid copy front-loads the message for skimmers, ensuring the key point is seen even with partial reading.
Recipients skim, so front-loading improves message delivery. The CTA appears early and is re-stated near the end.
Early and re-stated near the end. It matches how recipients actually read email.
It gets missed by skimmers. Inverted pyramid copy front-loads the message for skimmers, ensuring the key point is seen even with partial reading.
It suits most, especially marketing and announcements. The CTA appears early and is re-stated near the end.