Browsing articles by " Andrew"

The Seven Secret Steps to Irresistible Blog Posts

Oct 5, 2011   //   by Andrew   //   blogging, Contests, Copywriting, SEO Blog  //  19 Comments
La Defense, Paris

Go on. Follow these irresistible steps to success...

It’s easy to get hung up on the words you write. As a top blogger, you’d be foolish to not at least consider them. After all, words, sentences and paragraphs are your bread and butter.

But once you’ve worked out what to say and the tone in which to say it, do you take the time to consider the format?

Because if the layout of your copy isn’t readable, nobody’s going to stick around to see what you’ve written. And that renders all your well-chosen words redundant.

So read on and learn the secrets that are going to ensure your target audience is going to read all the way to the end.

The Seven Secret Steps to Irresistible Blog Posts

Master the Art of the Paragraph

We all remember when we’re obliged to start a new paragraph. When you change topic, change time or change place. That’s what your teacher told you at school, so you just keep ploughing on with the same rambling paragraph until you’ve exhausted the topic, run out of time, or moved to sunny Tijuana.

You credulous buffoon. Why on earth did you think your teacher was right?

Here’s the one time you need to change paragraph. Doesn’t matter if time, topic and place are still the same, there’s one point when you need to hit that return key.

When dramatic effect demands it.

A quick, single sentence paragraph is visual shorthand for “this bit is important”. So make use of them when you’re sharing something groundbreaking. And watch as your reader starts to scroll down looking for the next one.

Or for something just as arresting…

Hit ‘em With a Hail of Bullet (Points)

What have great bloggers and successful gangsters got in common? Other than a penchant for whisky cocktails and jaunty hats?

That’s right – they both know how to fire bullet points with deadly accuracy.

Why are bullet points so effective?

  • Visually arresting – a bullet point hits you like, well, a bullet between the eyes. You can’t ignore it. You stop and read.
  • Clear and concise – it’s impossible to ramble on a bullet point. You’re throwing out pure, distilled information
  • Breaks up blocks – people won’t read a wall of text. Liberally scatter your bullets, and your layout remains fresh and interesting.

Stop Skimmers by Sprinkling in Subheadings

Skim readers love subheadings. It’s pretty much all they’ll stop for.

And you want a skim reader to stop, because if they don’t, they’re scrolling all the way to the bottom, off the page and out of your life.

So unleash a few content speedbumps to slow them down. Enticing and enlightening subheadings help your readers to find the content they find most useful or interesting – so they’ll make a bee-line straight for it.

And then they’ll read it.

And if they’ve slowed down long enough to read a whole subsection, they’ve slowed down long enough to write a comment, hammer out a tweet, or buy your eBook.

Not bad for a bit of bolded text.

The Internet Can’t Say No to a Funny Picture

He might be able to write Shakespeare, but he can't format it

By now, the reader’s concentration is beginning to flag. All the typographical tricks are keeping them on the page, but you need to cut them some slack.

So throw in an illustration or two.

Preferably one that backs up your points – and don’t forget to add an amusing caption, just to re-enforce your message. Because long after they’ve forgotten the exact wording of your advice, they’ll remember that the funny monkey told them just how to keep people reading.

Beef Up Arguments With Block Quotes

By now, you’re coming around to my way of thinking. You’re plotting sublime subheaders, and coming up with cunning captions.

But something’s nagging at the back of your mind. Wouldn’t this post be truly, completely irresistible if you could just see a second opinion?

Block quotes are a great way of providing a second opinion. As they’re generally from another authority on your subject of choice, they carry weight.

And because they’re visually interesting, they fulfill the same role as bullets points and subheaders – they force the reader to slow down and pay attention!

Mr603 – Outspoken Member of the Twitterati

Yeah. That’ll just about cover it.

Think About Your Font

What font is your blog written in?

I can say with some certainty that you’re probably not going to have a clue. Which is frankly ridiculous if you want to create a truly irresistible post.

The art of font creation is a huge subject that I don’t have space to get into here. But prove the power of the font to yourself. Copy this post into a word processor.

Now set the font to Comic Sans or Vivaldi.

I think that proves my point. Don’t you?

 Avoiding Irritations

Follow the six secret steps, and you’ll have framed your content in an absolutely irresistible way. But don’t rest on your laurels yet, dear blogger.

Because you’ve still got a final chance to throw it all away. By irritating your readers and driving them from your site, never to return.

Irritating blog quirks could fill a whole post to themselves, but there are two content killers that you’ll need to avoid at all costs:

  1. Pop Ups: I know you want your reader to sign up to your mailing list. But please don’t hurl a pop-up at them after they’ve just started to read. It’ll break their concentration and raise their hackles. Just don’t take the risk.
  2. Pagination: We’ve all got mouse wheels. So don’t split your post into seven chapters across seven pages. Because a blog reader will scroll for miles and miles to read your content. Just don’t expect them to click.

So there you have it. The seven secret steps to making your blog’s content truly irresistible. You don’t need to use all seven techniques in everything you post, but keep all of these techniques in your locker, and you’ll find your audience to be far more responsive.

And who can blame them? You’re totally irresistible.

Andrew

Andrew Nattan is the wholly modest genius behind the Unmemorable Title copywriting blog. If you really loved this post, you should probably follow him on Twitter and subscribe to his RSS feed. And if you didn’t, you can always email him threatening messages.

More Posts - Website