News article

This blog is 528 words long. You’ll get the main points by reading just 13 words of it

Competition for your content is fierce. According to a TechJury study, more than 4.4 million blog posts were published every day in March 2019.

If you publish some important information you want people to read, you’re up against millions of other content providers also demanding attention.

People have limited time. They are busy managing their own lives. They don’t have time to read 4.4 million articles every day.

Many people won’t have enough time even to read your one article. So, here are a couple of shortcuts that ensure a visitor goes away with some key information, even if they don’t read everything you wrote.

Give it a good headline

David Ogilvy is considered by many to be the godfather of advertising and marketing. He has many famous quotes, but this is the one I think about the most:

On the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90 per cent of your money.

We’ve talked before about why it’s so important you create a headline that engages a reader and encourages them to open an email or click on an article link. It’s why the word ‘newsletter’ decreases open rates of a newsletter.

A reader has to want to know what’s to come. They have to be curious enough, compelled enough, or interested enough to continue.

For me, there are three main types of jobs a headline can do:

  • Deliver news or information
  • Arouse curiosity
  • Promise a benefit

Of the three, the final point is the most important. If you want people to read your article, then you need to promise them something in return. They should tempt the reader, like irresistible bait.

Use sub-headings to identify key USPs or benefits

Even if you have managed to encourage a reader to read your article, there’s still a strong chance they won’t read all of it. So, how do you share the key information that you want them to take away even if they just skim read the blog?

Sub-headings are your friend, here.

Many people make the mistake of using sub-headings to summarise a point. Others use them to ask questions. What is a lifetime ISA? What should you do next? What are the benefits?

Rather than a summary, or asking a question, use your sub-heading to outline the key point you are making.

What happens is this. Even if someone skim-reads this article and only reads the sub-headings, they will still take away two pieces of useful information.

Apply this to your content. Don’t say “What can we do for you?” Tell readers what you can do, and why they should trust you.

We can create great content that will get your readers engaged

Writing isn’t just about using nice words and explaining technical concepts in an easy-to-understand way. It’s why we apply copywriting techniques to all our work – it’s not just well-written, but it’s also engaging, and designed to get people to read.

To find out how we can provide the great content your business needs, get in touch. Email or call 0115 8965 300.

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