Tell a story, get into your readers head, meet them were they are at.
You can write an engaging blog post using the classic hero tale. It has 3 parts which basically simplify dramatic structure:
1. Start with the problem. (So many of my entrepreneur friends and family members complained about web design companies – how unreliable they were, how bad they communicated, and how their work produced generic template driven results.”)
2. Offer your reader a solution. (“I decided to solve this problem once and for all. I purchased every online training program and went through them, then I studied every book and course on marketing I could find. I reread all my design lecture notes. I learned as much as I could about how to communicate honestly, effectively and reliably. Then, I took that newfound skill and knowledge and started by helping my wife and friends and now monthly clients who invariable become my friends.”)
3. Complete the post by offering a post-problem solution. (“Everyone was shocked. They never knew how great it could feel to work with a designer who truly cares. Since then, I’ve helped dozens of small businesses grow and flourish – and all with a great attitude. I get thank you’s nearly every week. They keep me going.”)
My process is pretty simple here’s how I do it:
1. First, I decide on my topic. I told a recent client who was struggling with overwhelm about writing her book. “Forget about writing 6 books, write one and start imagining the chapter headings. Then write a blog post or two about each one in 3 months you’ll have the book done!”
2. Then, I think back and figure out a real-life story that demonstrates each chapter heading.
3. Then, after I’ve made all the points in the rest of the post, I go back and try to think of short little anecdotes that can help drive them home even more.
The formula looks like this, all the way through the content:
- Illustrates the problem as a story
- Give the Lesson
- Give an example that illustrates the problem and the solution
- Reiterate with the lessons learned.
This is a style of hypnotic writing, it’s engaging and converts if you have a good CTA (Call to Action).