How to Write a Blog Post (2021)
How to Write a Blog Post (2021)
There are many tutorials that can teach you how to write a blog post.
They can inform you about how blogging works, what you should and should not do.
Read through them and you can learn how to create a perfectly usable blog post. Heck, you could even write something that will earn you an adoring fan or two.
But if you dream bigger, if you want to know how to write a blog post that will cut through the noise and win legions of fans, you need something better than a run-of-the-mill tutorial.
You need an ultimate guide.
In this post, this ultimate step-by-step guide, we will share tips used by professional freelance writers to create mesmerizing posts adored by thousands. You will learn the secrets behind creating irresistible headlines, enticing introductions, compelling advice and motivational closings.
You will even learn how the professionals refine and polish their posts when they finish writing them.
These are secrets that many bloggers are happy to pay real money for, but they won’t cost you anything except a few minutes of your time.
Let’s dive.inBack to top
1. Make a great headline that readers can’t resist
Want to know what one of the biggest mistakes bloggers make?
Writing blog posts before the headlines (aka post titles).
Without a head, they don’t have a road map to follow. And so their message goes in multiple directions, leaving readers feeling dizzy, confused, and disoriented.
And then they try to create a headline that embraces all that insanity. Bloggers, have pity!
If you want to write a great blog post full of clarity, brevity and conviction, spend some time creating a quality headline that points out a clear destination, draws readers in, and eagerly leaves them for your advice.
Your headline is your map, your writing navigation system, which tells you which literary paths to choose and which to avoid so that readers reach their intended destination as easily and efficiently as possible.
Follow these 8 rules to make your great headline:
Headline Rule # 1. Pick a mouthwatering topic
Do you want your blog post to open?
Then your headline should promise readers the answer to whatever torments them. The thing that keeps them up at night. Editor’s Note: Answering the question “What keeps our readers up at night?” question is how posts like our recent Working From Home? 14 Sanity-Saving Tools (+ 35 Pro Tips) are born. More people are working remotely, but they’ve never done it before. We saw a pain point, so we addressed it.
Your headline shouldn’t promise them a trip to the moon and back – readers are way too quick for such shenanigans. Keep the benefit specific and limited, and readers will feel compelled to click and find the solution to what’s bothering them.
How do you find out what’s annoying your readers? How do you know which of your many blog post ideas to pursue? Research:
- View responses to your posts and posts from other sites in your niche.
- Send your subscribers surveys and ask them what their biggest problems are.
- Use tools like BuzzSumo to find out the most popular posts in your niche (providing insight into your target audience’s needs).
- Read reviews of books in your Amazon niche (you’ll find a goldmine of feedback to explore).
You have one responsibility as a blogger – yes, only one. And that is to serve your audience. The better you know them, the better you serve.
Before you know it, you’ll know them so intimately that they’ll feel like you’re reading their thoughts, and your headlines reflect that.
Example:
Suppose you are in the self-improvement space and you wrote the headline below:
How to Create a Great Life
This headline is so broad that it is unlikely to attract readers. No one loses sleep by wanting to “create a great life.” They lose sleep because of specific aspects of their life that have left them unfulfilled.
So you better get into something specific that annoys your readers, such as:
How to boldly pursue your dreams even when you are scared and insecure If you
limit yourself to something specific, readers will feel that you have the answers to which they are are missing.Download the Ultimate Editing Checklist (22 point cheat sheet to polish your post to perfection)
Headline Rule # 2. Steal from the Pros
Okay, you’ve done your research and you know exactly what your readers need. Now is the time to turn your topic into a great headline.
The easiest way to master the art of headline writing? Steal.
Not in the unethical way. In a smart and efficient way.
Decades of copywriting and advertising research have revealed the types of headlines that have proven successful. The types of headlines that pull readers out of their info-overload comas and force them to open. Why mess with that research?
If you want your headlines to draw readers, stick with what works.
No, your headlines don’t have to sound like they come straight from BuzzFeed. They can reflect your voice and style.
But until your writing skills match Jon Morrow’s, let the proven templates be your guide (how do you think he got so good at headline writing?).
Blogging is hard enough, so if you have templates at your fingertips, why not use them?
The easiest templates to start with? “How” headings and list of headings. They are classics and they work. In fact, 75% of Smart Blogger’s most popular posts use these formats.
Examples:
Here are some Smart Blogger headlines that follow the ‘how do I’ and list post templates.
“How to” Headlines:
List Post Headlines:
Note: You can download Jon’s 52 Headline Hacks for free, where you’ll find more template options than you’ll ever need.
Headline # 3. Engage Your Senses
Vague headlines leave readers empty. Tangible heads make them feel understood.
How do you create tangible headlines? Put yourself in the shoes of your reader.
How do they feel? What do they see, taste or smell? What do they hear?
Engage all your senses using sensory words. The more your headline gives voice to their exact experience, the more they will feel like your post was written for them.
Example:
Suppose you are blogging about health and wellness and you wrote a headline called:
5 Steps To Take When a Migraine Strikes
This headline follows a tried and true formula for a list of posts and is limited to something that annoys readers. All in all, it is not too bad, but it could be even more concrete.
Put yourself in the shoes of your readers to take it one step further. Think about what exactly they are experiencing.
Perhaps that would lead you to the following:
5 Ways To Soothe Pounding And Blinding Migraines
If you suffer from migraines, you can’t help but click on such a headline.
Headline # 4. Tease, Don’t Satisfy
A common mistake you may not even realize you’re making?
Giving away too much in your headlines.
Your headlines should lure readers in like a literary seductress. They should grab the readers’ attention and arouse their curiosity, not provide a solution.
Provide a resolution in your headline and readers don’t have to go any further – they’ll be bored at the thought of your post.
When this happens, not only do you lose but your readers too , as they trade the richness of your post’s advice for the quick fix provided by the headline.
Example:
Suppose you blog about personal finance and you write the headline below:
Saving for Retirement by Creating a Monthly Budget
Unfortunately, readers will see this and think they have all the advice they need – if they want to save for retirement, they have to create a monthly budget. You don’t have to read anymore.
On the other hand, a possible revision could be:
How to Save for Retirement When You
Live Salary to Salary For anyone living from salary to salary, this headline would pique their curiosity. Nothing is given away, it speaks to an audience with a very specific problem, and it promises a solution they would like to get their hands on.
Headline # 5. Respect the Headline
Commandment When it comes to the headlines, there is only one commandment you can never break:
“Thou shalt not cheat.”
This may seem obvious, but writers inadvertently do it all the time. How?
They promise too much.
Big no-no. The content of your post should fully live up to what the headline promises.
If the post provides only part of the solution, readers will feel misguided and lose faith in you.
Let’s never do that to them, yeah?
Examples:
Suppose you write a message called:
How to Live a Happy and Peaceful Life.
But then it is only about following your dreams, which is really just one aspect of a happy and peaceful life. Even though you haven’t deliberately fooled them, the readers will feel curtailed. You might as well have written an exaggerated “clickbait” headline – your readers would have been equally disappointed.
Another example… You might
write a post called:
5 Great Ways to Attract New Clients to Your Coaching Business.
But then the fifth way contains no actionable advice and instead leads to a sales page to get the fix… no bueno.
Headline # 6. Trim the Fat
Want to overwhelm readers from the start?
Fill your cup with weak and weak words.
What are weak and weak words? Empty, unnecessary words that don’t add real value. Instead, they create clumsy wording and leave readers scratching their heads in confusion.
The mistake many bloggers make is they write headlines as they speak. While that’s okay if you write the post (to an extent), if you write headlines that way, they’ll be toned down.
You want your headlines to be as ruthlessly concise and powerful as possible. So cut out weak words and throw in strong words (if applicable).
Examples:
Suppose you write the following heading:
How do you feel it is in your heart to forgive someone, even though they have really hurt you?
There are just so many words! We can narrow them down like this:
How to forgive someone who hurt you badly.
We can then add some strength to it:
How to forgive a soul-crushing betrayal
Much better.
Another example,
here’s a mouthful:
How to Stop Over-doubting Yourself So You Can Finally Start Chasing Your Wildest Dreams.
My head is spinning. This can be reduced to:
How to Stop Doubting Yourself and Pursue Your Wildest Dreams.
We could make it even more tangible and powerful: Powerful
How to End Paralyzing Doubts and Overcome Your Wildest Dreams
Pretty and short, but.
Headline # 7. Don’t be smarty pants
Your headline should make sense to all readers, no matter where they come from or in what context they approach your post.
They don’t have to guess what the benefit is. After all, you should read their minds, not the other way around.
So you want to avoid using metaphors (unless their meaning is painfully clear), jargon, rhymes, made-up terms, or anything else that tries to use too clever or complicated when drafting your headlines.
Examples:
Where to start with this one:
How to Be Happy Without Being
Juicy A headline like this is trying to be too smart – readers won’t give two screams if they’re not acting juicy, of course. Don’t prioritize fun tactics like rhyme (or even alliteration) over delivering clear benefits in your headlines.
How to Raise a Child Who Is the Apple of Your Eye
A head like this one tries to be too smart too. “Apple of your eye” is a common metaphor readers are probably familiar with, but no concrete benefit is offered here. A headline should always contain a strong benefit, not a nice phrase.
How to Follow the Path from Glory to Your Success
No idea what this means … and I just wrote it. If there is no unambiguous and clear interpretation of what the headline benefit is, it is trying too hard. So save the metaphors for the actual post, where they will (hopefully) make more sense.
How to Stop
Treating Love Like a Captive Animal You may be effectively explaining in the post how humans treat love like a captive animal, and it could be a great analogy, but readers scanning the headlines have no idea why they should stop reading this, and they probably won’t.
Headline # 8. Rock Your Style
The more consistent you are with your audience, the more confident they will feel for you.
If you generally keep your headlines pretty simple and then suddenly write one full of powerful words, your readers will be confused.
The more you write, the more style you develop. Once you’ve identified what that style is, use it consistently (or make slow and gradual changes as needed) so that your audience learns and trusts your brand.
Example:
If most of your headlines read:
- How To Live With Courage
- How To Overcome Social Anxiety
- How To Embrace Insecurity With Confidence
Then you may not want to suddenly write a headline that reads:
- How To Brutally Expel The Painful Fear That You Torment Life
Your Readers Will Think Your Blog Has Been Hacked!
Writing a headline: bonus tip
When writing a headline, try to make five to ten different versions of the same headline.
The more you play with the words, the better you will become at creating clear, concise, and curious headlines that readers cannot resist.
Editor’s Note:
I would be remiss if I didn’t discuss a question we often hear,
“How long / short should my headline be?”
Ever notice how some headlines in SERPs (search engine results pages) are shortened?
It’s based on the width of your headline in pixels (a free tool like SERPsim will show the width of your headline), but as a general rule,
around 60 characters, Google will cut your headline.
Since a truncated headline can cause fewer people to click your link in SERPs, it’s common SEO practice to keep your headlines 60 characters or less.
It’s never that easy, of course.
In a recent study, Backlinko’s Brian Dean found that longer (14-17 words) headlines generated more social media shares than shorter headlines.
(76.7% more social shares to be exact.)
As with all things, your mileage can vary.Back to top
2. Write an introduction that grabs and seduces.
You lured the readers in with your headline. Now you have to keep them.
Not an easy task, my friend.
Readers are fickle. Known for taking a quick look and then disappearing from your online sanctuary, lickety-split!
You have to fight to keep them there, and the way you curate your introduction plays a big part in their browsing commitment.
Follow these rules to create an introduction that engages your readers:Rule
Introduction# 1. Slip into Their Shoes
A common mistake that smacks of amateur blogging?
Trying to sound too academic in your blog openings.
You know, those messages that start like this:
“Research has shown that 92% of people fail to achieve their goals because they are unable to create and maintain habits that support those goals …”
Don’t get me wrong – as a lawyer, I appreciate thorough research. But in the blogging context, this approach bores readers. If you want to engage instead of bore you, you need to make readers feel like you’re reading their minds.
A powerful way to achieve this?
Empathy.
Step into their shoes and write from their perspective. Show them that you understand exactly what they are going through.
After all, you’ve probably struggled with the topic you’re writing about and learned how to overcome it. We learn what we most want to learn, right?
So show the readers that you “get it”. You’re not some business slog, you’re in it with them, fighting for the good fight, and sharing the tools that brought you to the other side.
Example:
this introduction is a masterclass in empathy: can you
feel it?
That little tugging feeling in your heart?
You’re not sure what, but something attracts you to change. Not to confess your sins, oh sinners, but to change direction, to embrace your calling, to finally do what you were placed here for:
writing.
You feel the ideas in you. You feel that they are making an effort to escape. You know your job is to free them, fire them like cannon in a world that desperately needs them.
But you are afraid.
You are afraid of quitting your job and living without a safety net. You’re afraid of the worried, disapproving looks your friends will give you when you tell them you’re giving up everything to write for a living. You fear that you will not have enough money for food, that the power will be cut, that your family will shiver and be hungry, all because of your “selfishness”.
And especially?
You are afraid that you are wrong.
As writers, we all share the deep desire to embrace our calling and express our ideas, but we also share the fears that so often sabotage those desires – the fear that we don’t have what it takes, that we’ll crash and burn, and that our dreams are just that – dreams.
In his introduction, Jon addresses all those desires and fears and immediately makes you feel like he understands you so intimately, it’s almost creepy.
Creepy, but effective. Note: You don’t have to open every message like this. There are certainly other approaches, such as telling a powerful story. But if you’re working to master your craft and have the most impact on the time invested, an empathetic opening is one approach you’ll want to use often.
Introduction Rule # 2. Get in Character
To engage readers, arouse their emotions.
So as you write, think about the feelings you want them to experience:
fear, anger, sadness, hope, joy, disgust, shame, comfort, love, courage, and so on.
Then get into character and feel them for yourself as you write, and your words will be read with undeniable authenticity.
When Lin-Manuel Miranda wrote the heartbreaking lyrics in Hamilton that have left tears on the faces of millions, it was his eyes that first shed tears as he put his pen to paper.
So play with your emotions. Chart the emotional journey on which you take readers and bring those feelings into your writing. Feel what you want your audience to feel and your words will radiate those emotions.
This tip applies to your entire post, but there’s no place that arouses the emotions of your audience more important than your introduction.
You feel me?
Here’s part of it:
I told my three-year-old daughter as we stood outside the car in her school parking lot, the rain pouring down on us as she sobbed breathlessly into my arms.
She didn’t want to get in the car. She just wanted me to stand there and hold her. And I didn’t want to rush her or tell her to stop crying.
“I’ll hold you for as long as it takes.”
I felt that longing intensely and certainly shed some tears as I wrote the introduction. The feedback I got from readers was that they felt the same intensity and even cried.
When we write, our feelings seep into our words.
Introduction Rule # 3. Luring Readers Down
Do you want readers to commit to your post?
Accelerate their experience. Lure them down the page.
The faster they break down, the more committed they will feel.
Too many bumps in the way in the beginning, and off the track they go, never to return.
Here are three writing tips you can use in your intros to lure readers down:
# 1. Open with a short sentence or question
Kind of like I opened this section.
It’s a copywriting technique that has been proven to draw readers in.
Start a post with a long, clumsy paragraph and they’ll feel exhausted looking at it.
# 2. Take a knife to cut your words out
as many words as possible.
If the first draft of your introduction has 200 words, try reducing it to 100. The more you practice this, the more efficiently your blog will be written.
And when you write efficiently, your words have power. That power will grab your readers.
Set the rhythm
All writing has a tempo and rhythm.
You want the tempo and beat of your introduction to be somewhat fast. You can slow things down later.
How do you achieve this?
- Use short sentences. Even sentence fragments (totally okay).
- Don’t make your paragraphs longer than one to three sentences.
- Use delayed transitions to join sentences.
- Let each sentence and paragraph draw readers to the next.
- Read the message aloud to check the flow. Are things running smoothly or are they stuck?
The best writers, like the best music composers, take readers on a journey. Fast and slow, loud and soft, urgency and ease.
The more you pay attention to this, the more rhythm you allow to penetrate into your words.
Case in point:
Shane Arthur makes readers’ eyes fly across the page using sharp sentences and short paragraphs to create a fast rhythm:
you’re not stupid.
You know what writing is really about.
It’s a never-ending battle for your readers’ attention.
Each sentence is a link in a tight chain connecting your headline to your conclusion.
And you’re just one feeble sentence away from losing your reader forever.
Then he slows things down appropriately in the portion that follows with longer sentences. A masterful composition!
Introduction Rule # 4. Make Them
Beg Do you want readers to beg for your solutions?
Add a little fear to your opening.
What are readers concerned about? Do they know what will happen if they don’t fix the problem the post addresses? What is the worst case scenario?
Bring those fears to the surface. Expose them.
By doing this, readers will not only feel a camaraderie with you (because you understand their fears so clearly that you’ve been tapped through the dark side yourself), but they’ll also be more eager than ever for the solution you’re presenting.
We all have fears. We think we should hide them, but the more we give them a voice, the easier they can be released.
Do that for your readers.
Example:
In his introduction, Glen Long makes brilliant use of the performance anxiety experienced by all writers by the dream of life as a writer addressing and then quickly smothering that dream with the doubts that arise at the thought of it:
So , who knows? Maybe the doubters are right. You may be naive to think that you could make a living doing something you love, rather than something you just tolerate.
The fear of failure is painful, yes. But giving it a voice is validating and makes readers eager for the solutions that relieve that fear.
Introductory Line # 5. Hint at the Promised Land
Finally, as you finalize your intro, you hint at the Promised Land.
The place where readers come when they master your methods. The destination your mail promises to take.
But whatever you do, don’t give it all away. Just one sentence that says too much will satisfy your readers enough to click them away.
Why? Because readers get bored quickly. You have to keep them sharp. And the point of an introduction is not to provide answers, but to pave the way for all the hearty advice your post will provide.
Case in point:
In the introduction to Meera Kothand’s post, she addressed a problem all new bloggers face: How do you get to know your audience if you don’t already have one?
She goes on to talk about the big mistake many of them make (making assumptions) and why it isn’t effective. Then she uses the simplest sentence to refer to a solution:
Guessing like that is like throwing darts blindfolded and hoping to hit the bullseye.
Sometimes it works. Mostly not.
Fortunately, there is another way …
How could someone not want to keep reading?
How to Write an Introduction: Bonus Tip
When writing an introduction, try to write two completely different versions, approached from different angles and that evoke different emotions.
Doing this will highlight the techniques and emotions that work best for both your audience and the content of your post.
Editor’s Note:
A word of caution:
no matter how eloquent your words are … No matter
how powerful your prose may be …
If your introduction doesn’t match the search intent, readers click the “back” button and come back; they never return.
What is the search intent?
It’s the purpose behind the Google search.
When someone searches Google for ‘how to lose weight’, they expect weight loss results.
If they click on a headline that says “ 7 Easy Tips for Losing Weight Fast ” and the post starts with a funny anecdote from Nicolas Cage, chances are they’ll leave – and the rest of the post, which is full of weight loss wisdom.
And when they leave, they essentially tell Google,
“At no point in your dashing, incoherent response were you even close to anything that could be considered a rational thought. Everyone in this room is now dumber for listening to it. I’m not giving you points, and may God have mercy on your soul.
“AndGoogle does your message lower in the search results to sites.
Search Intent is a big part of SEO (search engine optimization). When we do here at Smart Blogger keyword research is one of the first things we do to the intent of the keyword It forms our headline, meta description, introduction, word count and more.
The ins and outs of mastering it would be an article in itself, so we’ll just say this: take
the time to analyze the results in Google so you have a good idea of why people are entering the specific question that your blog post will be targeting is time well spent Find out the intention and make sure your intro matches itBack to top
3. Provide advice that is easy to consume and impossible to ignore.
Okay, you’re doing well.
You have readers to click on your headline, you lure them down with your intro, and now it’s time to deliver on what you’ve promised.
If you want readers to love you and look forward to every post you write, you’re going to be over-delivering.
If you want them to take a quick look and disappear for good, that won’t get you anywhere.
The choice is yours.
Use the guide below to provide valuable and easy-to-use advice:
Content Line # 1. Add Pit stops subheads
– use them.
Why? Because readers are scanners.
They have no choice. There is a huge amount of content at your fingertips, and not all is good.
And so they scan (just like you, I’m sure).
Subtitles are your chance to prove to readers that your content is valuable. To lure them back to your post when their instinct is to leave.
Blogging is a struggle, remember?
Keep these four tips in mind as you compose your subheadings:subheadings
# 1. Add a subhead Every few paragraphs
Sprinkle Throughout your post.
Why? Because they gently guide readers along the route your post takes, making their experience feel clear, easy and enjoyable.
And never forget that your blog posts are all about your readers’ experience.
If readers see too much text when they scan without enough pit stops, they will feel overwhelmed. It’s like getting on a bus tour and being told there won’t be a bathroom break … oh, the fear!
Example:
any post on Smart Blogger.
Serious.
That’s how important this is.
# 2. Avoid the 3 blunders of readers bouncing.
subheads that take care of Subheadings have the same function as headings; they have to make the readers curious so that they keep reading. So you should follow the same rules when drafting it and avoid the following common blunders:
- The Plain Label Subhead: Never bore your readers if it requires repetition. Labels are boring. Treat your subheads like mini-headlines and make sure they arouse curiosity.
- The Spoiler Subhead: Don’t give too much away in your subhead. If you do that, readers won’t feel the urge to read the rest of your text.
- The cryptic subtitle: don’t try to be too smart. Readers don’t like to play guessing games. Adding curiosity should never be at the expense of clarity.
Example:
Suppose you write a post about the impact sleep has on anxiety levels and you add the following subheads:
- The Importance of Sleep
- Creating a Stable Sleep Routine Will Reduce AnxietySubhead Is Way
- Refuse and Catch More Z’s
Look How The FirstToo Clear , the second gives away too much, and the third, well, it probably didn’t make any sense, right?
The subheadings below would be a better read for grabs:Thing To
- Way To The Easiest Way To Reduce Daily AnxietyResorting
- How To Overcome Anxiety WithoutTo Medication
- The OnlyAvoid To Get Better Sleep
# 3. Compare Each
Subhead With Your Main Headline Each subhead should clearly match the general header of your post.
Again, if you think of subheadings as pit stops, they should all lead to the final destination – which was promised by your headline.
When the subheads deviate and move away from that destination, the readers feel lost and confused.
In that case, the subheadings must be changed or the heading must be revisited.
Voorbeeld:
stel dat u een post schrijft met de titel ‘Hoe u uw zeurende innerlijke criticus het zwijgen oplegt’ en u de volgende subkoppen gebruikt:
- Observeer uw gedachten
- Bewijs dat u verkeerd bent
- Stel uzelf deze krachtige vraag
- Moedig stop met uw dagelijkse baan
De plotselinge wending van de vierde subkop in het onderwerp is schokkend. Het voldoet niet aan de algemene kop, die niets te maken had met uw dagelijkse baan.
Misschien was je al die tijd van plan dat de post ging over het niet laten voorkomen van twijfels die je ervan weerhouden je dromen te volgen en je dagelijkse baan op te zeggen, maar lezers die tussenkopjes scannen, zullen dat niet begrijpen.
Ze zullen zich gewoon in de war voelen.
# 4. Volg een indeling
Als u verschillende “wegen”, “stappen”, “methoden”, “tekens” enz. Opsomt om te bereiken wat de kop van het bericht belooft, moet u de indeling consistent houden.
Als je dat niet doet, komt de post als ongepolijst over. Bloggers zien dit de hele tijd over het hoofd, maar het is gemakkelijk op te lossen als je je er eenmaal van bewust bent.
Als u uw subkoppen van het bericht scheidt en ze achter elkaar opslaat, kunt u zien of er iets afwijkt van de cursus.
Voorbeeld:
stel dat je bericht ’12 manieren om slapeloosheid te genezen’ heet en je hebt een subkop voor elk van de 12 manieren. U wilt dat deze subkoppen een consistent formaat volgen.
Laten we zeggen dat uw eerste paar subkoppen als volgt luiden:
- Oefening elke ochtend
- Vermijd cafeïne als de pest
- Elke dag op hetzelfde tijdstip wakker worden
- Er is niets meer slaapverwekkende dan nachtelijke meditatie
Iets daar voelt een beetje af?
De eerste drie subkoppen beginnen met een actiewerkwoord dat de lezers instrueert wat ze moeten doen. Ze zijn ook redelijk consistent in lengte.
Maar dan verandert de vierde subkop plotseling van formaat en breekt de stroom. Het begint niet met een werkwoord en is veel langer dan de andere.
Deze inconsistentie lijkt misschien tamelijk onschuldig, maar het leidt de lezers af.
Inhoudstafel # 2. Laat het onverwachte los
Laten we eerlijk zijn, lezers van vandaag zijn info-holics. We zijn allemaal.
Dus moe, oud advies zal het niet redden. Je bericht moet uniek, vet en opvallend zijn.
Mijn advies? Maak een lijst van uw belangrijkste punten en kijk of u er een uniek perspectief, ervaring of draai aan kunt toevoegen. Iets wat lezers niet verwachten.
Welke geloofssystemen heb je leren uitdagen? Wat weet je dat de meeste mensen niet weten? Hoe kun je een nieuw licht werpen op een oud probleem? Welke methoden gebruik je die anderen niet weten?
U wilt niet overboord gaan alleen maar om een schok waarde toe te voegen. Uw advies moet authentiek en echt nuttig zijn. But regurgitating old advice doesn’t challenge you as a writer, nor does it enlighten your audience.
So pour your readers a little espresso for their info-hangover by delivering the unexpected.
Example:
Countless articles have been written about blogging, but how many have called you out for being dumb or told you to replace your friends?!
Jon does just that by knocking you over the head with some hard truth bombs about what it takes to make it as a blogger.
Content Rule #3. Follow a Formula
Notice how this post follows a pretty consistent formula?
Each section is relatively similar in length. Every subhead follows a pattern. Each section ends with an example.
The more consistency you weave into your posts, the better the reader’s experience.
Let’s say you write a list post covering five steps to achieve something. If the first step is 500 words, the second and third steps are 100 words, the fourth step is 200 words and the fifth step is 400 words, it looks sloppy. As though you didn’t bother to proofread it before hitting publish.
Your readers deserve the best, and minor details like this matter as they affect the fluidity of their experience.
Want to go even more pro? Look at the beginning, middle, and end of each section you write, and create a guiding formula. Perhaps you start each section with a bold statement or personal experience. Then you flesh out your advice in the middle. And then you end each section with a one-sentence call to action.
The more formulas you add to your posts, the easier they are to write and the more they look like polished works of art.
Example:
In his post on getting traffic from Twitter, Brian Honigman uses hashtags for each subhead, each section is consistent in length, and each includes a graphic.
Readers know exactly what to expect from each section, making for a fluid reading experience.
Content Rule #4. Be Ridiculously Generous
Many bloggers worry about giving away too much in their posts. After all, they want readers to sign up for their paid coaching calls or products.
So they hold back, barely skimming the surface of their advice.
Truthfully, if you’re not generous with your readers in your posts, they won’t get a good impression of your paid products.
Don’t hold back on your readers. Fully work through the problem with them. Give them complete solutions and powerful advice. Wow them with your generosity and they will stick around as loyal readers and customers.
Example:
Want to learn everything there is to know about affiliate marketing?
Holy smokes. At 10,000 words, that insanely generous post by Leanne Regalla is basically a textbook on the subject, and reader comments praise it as such. (Let’s all bookmark this one, yes?)
A post of this magnitude is quite an undertaking, but don’t let it scare you. You can also wow your audience with your generosity and thoughtfulness in a 1,000-word post.
Content Rule #5. Start and End Strong
Just as your introduction and conclusion should grab readers, you want the main body of your post to start and end strong as well.
Of course, every section should have great content, but if you’re offering five ways to achieve something, save your absolute best tips for the first and fifth ways. The first way will grab your readers’ attention, and the fifth way will leave them feeling fully satisfied.
On the other hand, if each tip successively decreases in value, readers will feel like your post is deflating. And their excitement will deflate with it.
Let’s leave readers feeling pumped when they finish your post.
Example:
Linda Formichelli gives ten crafty ways to write 1,000 words per hour.
While all ten ways are excellent, I’d argue that the first (about writing under the pressure of a full bladder) and last (about gambling with your reputation) are the most bold and attention-grabbing (bathroom break, anyone?).
Writing a Blog Post: Bonus Tip
Before writing the main sections of your post, flesh out an outline to nail your points down.
The clearer and more simplified your outline is, the more clarity and conviction your post will have.Back to Top
4. Close with a Motivational Bang
We’re almost at the finish line! It’s time to close your post with a bang.
This is where you rally behind your readers. Show them that you believe in them.
Make them believe they can achieve the goal promised by your headline (because after reading your generous advice, they certainly can).
Follow these rules when crafting your motivational conclusion:
Conclusion Rule #1. Give Your Readers a Pep Talk
Motivate your readers.
Show them how far they’ve come, what they’re capable of, and what life will look like once they’ve implemented your advice.
Give them the pep talk you longed for when you were struggling with the topic your post presents.
Empower them by raising your expectations of them. They can’t just read your post and pretend it never happened — they must take action. Immediately.
Make them see that no matter what they’ve experienced or how hard they’ve struggled, their time is now.
Example:
In this post’s conclusion, Jon uses all he’s had to overcome in life to show readers that they have no excuses: no matter hard things get, they can accomplish anything they set their minds to.
He encourages readers by letting them know that he believes in them and then he raises his expectations of them by telling them they need to get started … “right freaking now.”
By the time you’re done reading the conclusion, you feel like you can conquer just about anything!
Conclusion Rule #2. Avoid New Information
A common mistake many bloggers make?
Suddenly inserting new information or tips in their conclusions.
It’s like reaching the last ten minutes of a spellbinding movie. You’re on pins and needles waiting to see how it ends, and suddenly a new character is introduced. What the … ?!
It’s jarring. Don’t do that to your readers.
Example:
In his conclusion, Robert van Tongeren motivates you to repurpose old blog posts by comparing them to epic musical classics; if they disappeared into obscurity simply because they’re old, we’d all be at a great loss.
Imagine if in the midst of such a conclusion, Robert quickly threw in one more way to repurpose content, or one small caveat to his post’s advice, or one more general tip to keep in mind?
It would throw the whole closing off and leave readers feeling ruffled instead of jamming to Bohemian Rhapsody.
How to Write a Conclusion: Bonus Tip
When writing your conclusion, put yourself back in the shoes of your readers.
What will their lives be like if they accomplish the advice in your post? How will they feel?
The more you can hone in on your readers’ point of view, the more you can motivate them to take action.
Editor’s Note:
Too many bloggers put too little thought into their closings.
That’s a shame.
Let’s face it…
Most people don’t read 100% of our posts. Heck, most people don’t even read half.
So how do we reward the precious few who read and absorbed the words we poured our heart and soul into?
With a closing we whipped together in 20 seconds.
Someone who makes it to the end of your post is primed.
They trust you. They like you. They want you to tell them what to do next.
So tell them.
Don’t waste this opportunity.Back to Top
5. Polish Your Post So It’s Smoother Than a Slip ‘n Slide
Phew! You’ve written your post. Next up?
Take a well-deserved break. Step away for a day or more so you can come back to it with fresh eyes.
Once you’re ready, it’s time to do some editing. I know, the mind reels that there’s more work to do!
But editing your post is essential. If your post doesn’t provide a smooth reading experience, your reader will lose attention and bail.
No comments: