If you struggle to write blog posts, I’m going to teach you the secret formula to writing the most extraordinary, amazing next-level posts that will not only draw people in but will also keep them coming back for more
Okay, so here’s the thing. Most people who don’t write for a living think that writers sit down and just start writing. And of course, writers who write know that that’s not the case.
We usually have outlines. We have structures or little tricks that make writing easier. It’s hard to sit down and have that little cursor blinking at you and think, “What do I want to talk about?” “What’s going to happen?” Or maybe you have an idea but don’t know how to flush it out.
Very quickly, I’m going to explain to you my approach to writing blogs that I use for my clients that I teach to my content writers and that has never let me down.
First, you need a pitch. Whether you’re pitching this to a client or you’re pitching this to yourself, you need to conceptualize an idea. You need a pitch. What you’re going to do is come up with a topic. The topic that you want to speak about has to be in the form of a pitch that’s definitive. You have to be able to take a stand or decide how you’re going to explore something.
For example, if you’re a marketer, you might want to have the pitch be “Email marketing has been around for 20 years. What is working today, that has worked since day one.” Maybe if you’re in contracting, the pitch might be “The secret formula that contractors and kitchen designers use to make sure space layout is absolutely beautiful.” I don’t know, whatever. It’s the pitch; it’s the idea. Got it? Good.
Once you have the pitch, here’s what you’re going to do: Write your headline. Make it snazzy. You’re going to come up with some kind of title that just draws people in and gets their attention. Develop a headline, something that explains what this is about, and that hooks people, and then write your message to the subheadline. This provides a little bit more context. This explains what the post is going to be about. The reason why you start with a pitch is that it gives you direction. It’s a bit of a hook and a promise for where the post is going to go, and you start from there.
Now, what do you do next? Right, the conclusion. The conclusion should arrive at a specific point. You have to say what only you can say; you can’t research your way to a perspective. So if the topic is “the 20 secrets that have been around for 20 years with email marketing,” sure, you might need to do some research to find out what those might be or what the themes might be or this or that; however, what is your take on this? You need to write the destination that the blog post is going to arrive at. If you do that, you’re not going to wander your way all over the place.
Now that you have all of those things, you can do additional research. You can go do additional writing. You can do whatever you need to do to literally fill in the middle. Maybe it’s 10 questions and answers with an expert. Maybe it’s pulling a video that someone else made and then talking about why that serves your purpose. It doesn’t matter, as long as it is interesting and dynamic and helps you go from where you started to where you ended.
But you see, here’s the thing: most people start with maybe writing a title (or maybe they write the title last), and then when they get to the end, they never really answered the question. They never really take a stand. They don’t really explain anything or draw people in or take people on a journey. They don’t really ever end anywhere.
When you’re writing your posts, focus on the pitch, determine what your destination is, and then use the whole middle section to have a lot of fun. Inject some personality into here, some perspective, some language, and some voice and tone. Whether it’s a top 10 list, a case study on a single person, or a narrative story, it literally doesn’t matter. That’s the flavour. That’s the fun. That’s the thing that keeps it different from week to week or month to month or year to year as you’re writing. However, you should never wander away from your pitch.
You should always focus on a title that draws people in. It should make a promise of what you will explore, and you should always have a destination.
Sounds simple, doesn’t it? It really is that simple.