How to write a good blog post
It doesn’t matter how knowledgeable you are, or how experienced you are or how much better your product is than your competitor’s–if nobody’s reading your content, you’re broke. So while it’s important to have the facts and experience and a quality product, you also need to practice the art of copywriting.
Simply put, copywriting is the practice of writing your web copy in such a way that it makes people want to read it and want to buy what you’re selling. Here are 5 things that will make that happen every time you write an article for a blog post.
1. Hook them with the title.
Did you start reading this article because of the title? Making strong statements in your title like ‘force people to read your blog’ provokes interest in what the article contains.
“How can the author make such a bold statement?” the potential reader will wonder, and they’ll click-through to the article to find out.
Keep your titles short and punchy. Long titles (anything more than 10 words) can’t be instantly absorbed at a glance, and you want the potential reader to be motivated to learn more even if they only glance at your article title.
Using numbers works well, too. “Top 7 Tips” or “5 Steps”, etc. helps people know that they’ll be getting a series of information broken into digestible chunks rather than reading one long article on a single topic.
2. Let them know how they’ll benefit.
Once you’ve gotten the reader’s attention with your headline, don’t disappoint them with a boring opening. You need to continue that interest by immediately letting them know what they’ll be getting out of reading your article. Make it clear how they will benefit if they keep reading.
If they’ll learn how to save money, make sure they know that by the time you’re done they’ll have more money in their pocket. If you’re teaching a skill, make sure they know how that skill will benefit them.
3. Break it up into digestible chunks.
Long copy that’s not broken up just “feels” like a lot of work to read. This fact has been recognized long before the web was born. Newspapers from more than a hundred years ago used narrow columns and liberal paragraph spacing to make the content easier on the eyes.
Break your blog post content up with subheadings or bullet points. Use narrow columns if possible. If not, make sure your paragraphs only have a few sentences each.
Printed copy (books) and web copy are significantly different in this regard. Books tend to have much longer paragraphs, and book readers accept that because they expect a longer read. On the web your readers expect quick answers to their questions.
Even if you can’t answer their questions quickly, you need to make the content look like a quick read. Breaking up your content accomplishes that well. It makes the content easier on the eyes and gives people get a sense of how much reading they’ll have to do to take in each point.
4. Summarize what you’ve taught.
After you’ve finished making the points you need to make to your blog reader, summarize them. This reminds the reader what they’ve learned after reading your wonderful article. It’s the take-away, and it’s what’s going to be remembered in most cases.
5. Tell them what you want them to do next.
If the purpose of your article is to sell something, it’s time to tell the reader what you want them to do next. This is the “call to action.”
Do you want them to buy something? Then tell them to buy it! “Click here now to buy XYZ and get started on your path to success.” That kind of thing.
Don’t just leave it up to the reader to figure out what you want them to do. Tell them to act, and tell them how to act. It converts readers much better.
Copywriting isn’t just the conveying of information to a reader. It’s designed to hook a reader’s interest, guide them through the content and get them to take action when they’re done.
You accomplish that with the hook (the title), by telling them how they’ll benefit in the introduction, breaking up the information with subheadings or bullet points and summarizing what you’ve taught.
Once that’s done, it’s time to hit them with the call to action and tell them what action they should take next. These five steps will set your blog apart and keep people coming back for more.
About the Author
Jonathan Leger has been writing web and sales copy since the web was born. He has many marketing products, including the most popular article spinner on the planet, TheBestSpinner.com.