Once your website is up and running, you should consider how to compose well-crafted posts. I have outlined five parts of a well-crafted post. Business and personal branding websites can benefit from the valuable information blogs provide; you want yours not only to be informative but also to call your readers to action.
This will be what most people read and should get them to want to read more. The best advice I have heard, about writing better headlines, is checking out the magazine rack. You can check out headlines at your local bookstore or while you are waiting in line to make a purchase. See if you can figure out how magazines attract you; they depend on their headlines for sales. Use some of their ideas to get you started with your own great headline.
Here are two ideas to get you started (if you can’t wait to take the trip to the store):
Headlines with numbers:
101 Ways to Increase Profits vs. Ways to Increase Profits
Headlines that make the reader think that they might be missing out:
Can You Name the Best Fruit Smoothie to Fight Acne? vs The Best Fruit Smoothie to Fight Acne
2: First sentence
After the headline the next important part is the first sentence; by reading it your readers should be inspired to read the next sentence. Think of it this way: if the headline inspires your readers to click to read more, then your first sentence needs to keep them reading; make your first sentence relevant to your readers.
3: Your promise
Shortly after the first couple of sentences, you want to tell your readers why they should continue reading your post. This is where your promise comes in; it may be your only promise, or one of many. No matter how many promises you make, after you make a promise you must deliver.
After you have made a promise, your written content should deliver it. The most effective content is persuasive content; the best persuasive content uses:
- An emotional response
- Your authority on a topic
- Reasons or facts
(You can always check out this explanation on the persuasive appeals of Aristotle)
Many people recommend stirring your readers emotions because it leads to action. Appealing to the emotions is effective but I recommend also relying on your authority and facts to help deliver your promise. When you are seen as the authority on a topic people are more willing to seek your advice and ultimately trust your products or services; it is refreshing to read a blog post with researched and fact driven content.
Remember that the ultimate goal of content is to deliver on your promise.
5: Calls to action
There are two kinds of calls to action: hard and soft.
A hard call is getting your readers to: buy a product, sign up for a newsletter, hire a service, or write a comment.
A soft call would ask your readers to: click on a link or a share button.
I like useful links because it helps show that you are knowledgeable in your research, it helps with pingbacks (a feature allowing websites to link to each other if they share a topic), and gives your readers more content to explore.
Calls to action examples:
- comment on your post
- subscribe to an online class
- subscribe to a newsletter
- attend an event
- follow your blog
- find you on social media
Find out more:
It’s always nice to give your readers something valuable, and it is double nice to recognize other great resources at the same time; it shows that you are an expert in your field, or topic, who recognizes other resources.
- Read How to create the perfect blog post by Herding Cats Publishing for another great formula for blog post structure.