Why bad technology and science gets better coverage (and how to fix it)

The most important lesson I can teach you about science communication, is how to open your story.

You've been taught to think about 'hooks' - that desperate, clickbaity word that makes scientists cringe.

Also, what does it even mean?

Forget hooks.

Think like a journalist instead.

Journalists don't trick you into reading. They make a promise in the first sentence (the Lede) and a contract in the first paragraph (the Nutgraf).

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The fist sentence of a story is immensely important.

I bet you know where these are from:

“All happy families are alike; every unhappy family is unhappy in its own way"

"It was a bright cold day in April, and the clocks were striking thirteen"

They say so much, yet so little.

But you don’t have a novel to write.

You have only a few lines before the room goes quiet, the investor checks out, or the algorithmic Gods decide people don’t care.

Here’s the simplest way to think of openings:

They are a PROMISE that the reader/ viewer will discover something by going forward, and they know what the topic is.

Here's what this looks like in science communication 👇🏼:

❌ Bad Lede: "We've developed a novel approach to quantum error correction..."

You've told me WHAT. I don't know WHY I should care.

✅ Good Lede: "Quantum computers could crack every password on Earth - unless we solve one problem first."

Now you've made a promise. I want to know about this urgent problem.

Here’s one more, with a climate flair:

❌ Bad Lede: "Our platform utilizes advanced carbon capture methodology to sequester atmospheric CO2..."

You've gone straight into telling me the mechanism. I still don't know why this matters now.

✅ Good Lede: "Every tech company promises net-zero by 2030. None of them know how to actually do it."

Now I'm curious about the gap between promise and reality.

Okay… one more for good measure?

❌ Bad Lede: "Our machine learning model achieves 94% accuracy in predicting supply chain disruptions..."

You've shared a metric. I don't understand the real-world impact.

✅ Good Lede: "The baby formula shortage could have been predicted six months earlier. Here's why no one saw it coming."

Now I understand there's a systemic failure with real consequences.

But after you make a promise… you have to deliver!

You have attention, now you need to earn the readers trust, let’s go into your first paragraph…

Think of the nutgraph as the first date 💗 …

You know the person coming to meet you is reasonably interested, and you are a cornucopia of values, life experiences, hobbies, and aspirations for the future.

But you can’t just unload on them the moment you meet them.

That’s the best way to think of the nutgraph.

What are the key elements that one needs to know, RIGHT NOW.

Journalists love to argue about what makes a great nutgraph. I believe 90% of all editing hours in the entire world have been spent on nutgrafs. Editors have their own specific requirements and ideas on what a good nutgraf is and can get very picky with them.

But here’s the science-communication way to think about them 👇🏼

Type 1: The Stakes Contract "This is what's at risk if we don't solve this"

Good Lede: "Quantum computers could crack every password on Earth - unless we solve one problem first."

✅ Nutgraph Option A (Stakes): "When that happens, every bank account, every medical record, every state secret becomes readable to anyone with the right technology. We have maybe X years before the first quantum computer capable of breaking encryption goes live."

This works because you let the reader consider the weight of the problem, and you haven’t even uttered a word about you!

This is not to be dramatic or hyperbolic - use it when the problem is indeed HUGE and you want people to feel the gravity of the situation.

Type 2: The Scene-Setting Contract "Let me show you what this looks like in the real world"

Good Lede: "The baby formula shortage could have been predicted six months earlier. Here's why no one saw it coming."

✅ Nutgraph Option B (Scene): "In February, a single factory in Michigan started producing 3% less formula than usual. Nobody flagged it. By March, that 3% had cascaded through six distribution centers. By May, shelves were empty and parents were driving across state lines."

This works because you are painting the picture of the supply dominoes falling. I have never been to Michigan, but I can vividly imagine the story in my head reading this already. I also care - and if you want to explain how this AI model will predict it, I am indeed going to care about this too.

But let’s put everything together for you 👇🏼

Most scientists I interview understand this intellectually. But when they sit down to write their own pitch, post, story?

It’s really hard to start with a blank page.

That's why we are launching the 28 day Science Storytelling Challenge (starting February 2nd)

This Challenge is For You If:

✅ You’re building something complex
✅ You’ve raised (or want to raise) capital
✅ You want more attention — from media, VCs, customers, talent
✅ You’ve put off writing because it “feels like marketing”

What you’ll get - starting February 2nd:

It's $99 (use code SCIENCEISCOOL for 25% off). Spots are limited and we're saving seats for scholarships: Join Here

📋 The 2-Minute Rewrite Exercise

Take your current pitch/article/video opening. Answer these:

I hope this helps to start writing more science stories!

Always learning,
Giota

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