How to write a magazine feature people finish

A feature is the piece people remember from an issue. It's also the piece writers dread. The good news is that it follows a shape, and the shape can be learned.

Decide the point

Before you write a word, finish this sentence: "After reading this, members will know how to ____." If you can't, you don't have a feature yet.

Open with something specific

Compare:

• "The regulatory landscape has changed significantly in recent years."
• "On 1 July, every practice in the state had to lodge a new form. Most found out on the 30th."

The second makes you want to read on. Start with a moment, a person, a number or a question a member would ask.

Give it a shape

Three or four sections is plenty. Give each a job:

1. Why it matters now. What changed or what's at stake.
2. What's going on. The facts and the key people.
3. How members are dealing with it. Two or three real examples.
4. What to do next. Concrete steps, with dates or links.

Turn each section into a subheading that says something. "What the new rule requires" works better than "Overview".

Write short

• Aim for 15 to 20 words per sentence on average, with some shorter and the odd longer one.
• One idea per paragraph. Three or four sentences is enough.
• Prefer common words. "Use" over "utilise", "start" over "commence".
• Use the active voice: "The board approved the change" instead of "The change was approved by the board".
• Explain acronyms the first time, then use them.

Use real examples

An example does the work of three paragraphs of explanation. Name the member, the place, the number. If you can't use names, describe them: "a three-person firm in a regional town".

Quote well

Short quotes that add colour or opinion work best. Don't use a quote to say what you could say in half the words. Attribute every quote clearly.

End on something useful

Don't summarise. End with the next step, the date, the link, the thing to watch for or a good last line from a member.

Edit twice

Pass one: structure. Does the opening work? Does each section do its job? Is anything missing or repeated? Move or cut.

Pass two: words. Cut padding, shorten sentences, replace jargon, check numbers and names.

Then read it aloud. Wherever you stumble, rewrite.

A checklist

[ ] One-sentence point written down
[ ] Opening is specific
[ ] 3 or 4 sections with useful subheadings
[ ] Real examples with names or clear descriptions
[ ] Sentences mostly under 25 words
[ ] Acronyms explained
[ ] Facts and quotes checked
[ ] Ends on a next step
[ ] Read aloud

For help with the headline, see headlines, standfirsts and pull quotes.