Engaging, Connecting and Developing Content – Part 2

Grabbing the attention of the innovative learner

Every good writer knows that it is the headline that attracts attention, and explains why you should read the article. It gives a compelling reason, something the innovative learner demands.

Great headlines have four qualities. They are:

  • Unique: A unique headline is one that nobody else can use because of its unique proposition.   If 40 other blog posts could use it, then it is too general.
  • Useful: The reason why “how-to” guides are popular is that you get answers to your problems, which, as you can imagine, the innovative learner loves.
  • Ultra-specific: The details are critical for this type of reader.  If you do not deliver a message that would appease a curious mind, then your job is not done.
  • Urgent: By putting a deadline into your headline, you create urgency.

After you have grabbed the attention of readers with your headline, hook them by writing a great opening paragraph, which starts with a great first sentence.

Asking questions and using statistics and quotes are also great ways to attract the attention of the innovate learner in the first sentence. So does making a crazy statement that simply cannot be true, but then promising to show your reader that it is.

Make the presentation of your information flow by keeping the reader constantly engaged across both hemispheres of the brain. How? Follow up facts or main points with stories, anecdotes, relevant quotes… basically anything cool that holds attention and reinforces learning. This method engages left and right brain in a healthy cadence that makes the experience less of a chore, and more entertaining.

The next step in writing irresistible content is to develop desire for your claims. You have attracted readers’ attention, built their interest … now you please the commonsense learner who wants to know how something works.

How do you do this?

Simple-Explain what it is that your offer will do for them. Do not over-educate. Tease the commonsense reader into action like this:

1.  Does your audience want to learn the basic steps of creating a LinkedIn profile?

2.  Does your audience want to know tips for creating copywriting?

See how that works?

It tells the commonsense learner what something can do for them, but not how. It does not give away the specifics.

Sometimes you can let them peek behind the curtains, like giving them just one of the steps in a six-part process, but not so much that the commonsense learner has everything, she needs. Leave something juicy off, dangle it in front of their faces, and promise you will give it to them when they act.

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