In this post I figured I would share my “method” for writing blog posts and emails. It’s what I do here.
There are two primary ways I do titles and headlines.
Triplets and Lists
If you’re into music you’ll know of something called triplets.
Copywriting has a lot in common with music. Good copy, when read out loud, has a sort of rhythm to it. Read the title of this post aloud and you’ll see what I mean.
What I call a triplet in terms of copywriting is when you have three things stacked together. Like this post.
Notice that it isn’t just “three things” – but things that invoke curiousity. Things that don’t quite make sense and intrigue you.
Triplets work well because they sound good. They roll smoothly off the tongue.
Lists work because they are specific, and they usually come with a definite, tangible benefit.
Everyone loves lists. (blog post by Seth Godin)
Your title is the most important part, because if it doesn’t compel someone to read the rest, the rest won’t get read. Durr.
These are two ways that work well. I don’t use them all the time, as you might notice, for my own reasons… but hey, do as I say, not as I do…
The title of this post uses both.
Another useful concept is that of telling stories. That’s how you get people through 1000-word posts without getting bored.
Stories
A story is anything that has happened… real or fictional… that includes a set up, event and a punchline. At minimum, 3 sentences. Like this:
Yesterday I met a friend at the bus-stop. She asked me what I wanted to be in life. I said I wanted to be a dinosaur.
Click the previous link for better examples…
I also like to mix it up. I’m deliberately making this post short. (it’s saturday)
Some of the others are long, like the one in the previous link.
Quick recap:
- Use triplets
- Use lists
- Tell stories
- Mix it up and keep it interesting
- Like any kind of copy… it can never be too long, only too boring
- Here are a few more tips on writing well
Talk soon,
Linus
P.S. Oh, and bullets win. Always.
P.P.S. Remember I’ve been telling you about that super-duper cool new thing I’ve been working on? Well… here’s a first, mini-sneak-peek… “The TOC Solution”
(some of you may have read parts of that before… but it’s different, I promise ;)
