Today, good enough isn’t good enough.
Millions of posts are published daily with an average word count of 1,000+. Each new post requiring hours of work to be crafted, edited, and published.
Who has time for all of that?
Yet, you still need results. You can’t afford to spend your days posting content nobody even cares to read. No one can.
Chances are, your information is good and your facts are all there, but it’s not compelling enough. People aren’t opening your webpage with glee.
What reasons could they possibly have to not read your best stuff?
Reason 1: Rusty ‘Hook(s)’
You’ve seen many trending articles all with a similar, catchy headline. You hate them because you know your potential readers are landing there instead of on your website.
What do they have that you don’t?
Facts, narratives, stats, or a story that is getting people to bite. Something that is hooking people into reading the rest of the piece.
When done properly, it builds anticipation and gets the viewer ready for what’s next.
If you’ve ever stumbled upon a cooking blog, you know they build-up to their recipe (the reason you really visited for). They introduce you to their story, their life, and what they had on their mind when they made the dish.
Maybe they’re just like you. And maybe, that’s the reason you keep reading/learning/cooking with them.
They masterfully build suspense, add in awkward situations of their daily life, and create compelling dialogue before they deliver on their promise – where is that damn recipe?!
As a result, the reader may get lost (or involved) in the writer’s life and browse more than just the one post to find out “how their husband fixed the remote he dropped in the sink.”
You don’t have to start where the story will end.
Think of a fictional novel. You have no idea what you’re working with, what the character’s roles are, or what you’ll discover along the way. All you know is that someone recommended the book or maybe it had a catchy title/cover.
By changing the direction, pace, and tone of your article you can keep the audience engaged – almost forcing them to pay attention.
3. Sharp Angles
Every topic has an angle and every angle chooses a side.
This doesn’t mean your writing is biased, but every discovery, whether it’s based on stats or fabrication, requires you to be for or against what the reader may have learned in the past.
Deliver the topic, find your angle, and fight for your side.
Reason 2: Everyone Fell Asleep At The Campfire
Everyone loves to tell about the fantastic effects of a story, but there is one issue:
No one is telling any stories.
And if they are telling stories, no one is sticking around for the ending because they lost interest trying to cook their s’mores.
Why do most blog posts fail?
Sadly, it’s not solely because Google prefers specific SEO checks or because your website logo isn’t high quality. It’s because people really don’t want to sit around reading thousands of words if it isn’t the least bit entertaining.
Short content falls flat because it skips straight to the point and long stuff fails along with it because it’s as boring as reading educational textbooks.
Facts tell, stories sell. Sprinkle in some nice spices and kick up the flavor for once.
When you do decide to publish your 3,000+ word “masterpiece” over a given topic, it’s almost a guarantee that people are bouncing within the first 1,000 words (or “saving it for later” AKA throwing it in with the rest of the content they never plan on reading again).
The two skills you need to add to your writer’s toolbox are hooks and storytelling. Master the hook and you’ll have more clicks than you’ve ever dreamed of. While mastering storytelling will keep readers on your page for longer than a few seconds – and can even get them to subscribe.
I have much more to say on this topic, and originally wrote an additional 1,000+ words to accompany this article. But whose to say anyone will actually read it? (;