I promise, that if you read this post, you’ll know exactly how to write ANY blog post, even if you feel you’re struggling from writers block. More importantly, all my content is part of a larger structure that generates me leads and drives growth in my business.
Writing content is always hard. Sometimes we suffer from writer’s block. Or we say we do.
I’m of the school that writer’s block doesn’t exist. Its an excuse used when we don’t have a structure, goal or template for what we’re writing and creating.
So with that, how do I write content? At least 2-3 posts per week (even if I only publish one?) It’s simple. I use a structure.
Most people make the mistake of just diving head in and not breaking down the post. I prefer a fill in the blank approach to writing rather than slogging my way through 1000 words.
OK, the word goal is vague as hell. When it comes to blog posts, think more of “what do I want to give away with this post?” What’s the purpose to the reader? That’s all it starts with.
- I want to show my readers how to get more email subscribers
- I want to show my readers that they should be terrified of having just one website
- I want to show my readers when the best time to order flowers is
- I want my readers to LOVE my water bottle product
What do you want someone to feel, think or do after they’ve read? That’s where I start. I have a million ideas in Workflowy that I’ll dip into.
I have a rule that if I can’t think of anything to give away or a great subject, I have to write and give away the most valuable thing I can think of. In fact that’s how this post came about. Any time I’m struggling for ideas I think “what is the most valuable thing I could give away?”
Sometimes I panic that it’s too valuable or that I should charge for it. But then I always remember that I can expand on content AND that when people like something you write, they’re more likely to buy from you, rather than do it themselves.
For example, if this post tickles your fancy, you should just download the Lightning Post Template that we use to whip up super fast content from other articles. If you want to write and create content super fast – use this template.
Breaking it down
I don’t start writing my intro or anything, I start with writing my structure. The one I’m giving you below.
Then, I’ll write down the 3 – 7 points that can help someone achieve the goal I’ve set out below. Just a few notes or mini-headlines that prompt me to expand on them later on.
I’ll move back to the top and write out the promise I’m making to the reader. It’s like a fixed point that I can refer to. Does every point I’m making help someone achieve the above?
Finding another article
After the summary or promise is written, I’ll go and find another article that’s talking about what I’m talking about. It’s really useful to get a few outbound links or other ideas into a post.
Typically I’ll pull a quote that supports what I’m writing about. Pop that right at the top under the promise and it usually acts as a summary to the whole post.
Having said that, sometimes I won’t use either of the above. I’m trying to use them more and more, but when I’m “in the zone” I might just write and not feel the need to take supporting quotes.
Other than quotes, statistics work really well too. People love a good old number.
The core of the copy is where I’ll explain the main problem we’re trying to solve. If the above promise lets you achieve something, the problem is the roadblock that’s in your way.
- Growing an email list costs time and money and might not grow at the rate you want
- If you have a membership site and marketing funnel and blog on one site, it’s going to be a slow loader
- If you order flowers late, your wife/girlfriend/funeral person will be pissed
- You’re not drinking enough water and it’s making you less productive
Typically there is a mistake or set of misconceptions that people make when trying to deal with the problem above, or when trying to reach the goal above. I love to be controversial in this part of the post and explain why something they take for granted isn’t true.
Something that a lot of people ignore when writing is talking about what’s changing. Change is a beautiful concept that can frame anything you’re trying to achieve. It can be positive (in which case you should jump on board) or it can be negative (in which case you should change what do you do to counteract it).
You can look at technological changes, economic changes and sociological/psychological changes.
For example, blog post writing. Search engines are more and more relying on regular, new content delivered on websites via blog posts. If you’re not writing updated posts, you’re not going to get found.
Where people go wrong
There are usually a bunch of areas where people usually go wrong. Something in the goal that you’re trying to achieve at the top of the page that people have tried or will try that just doesn’t work.
There might even be 2 or 3 things that go wrong and I write about those and the impact they have.
I’ll start with a couple of prompt headers, introducing what usually goes wrong or the bad results people get. Then expand on each point with a paragraph or two.
What to do about it
This is meaty, juicy, delicious part of your post. The bits above are epic at introducing and setting up this section. By the time they’re here they’ll want to know exactly how to achieve a goal and overcome a problem.
This is where my summary points come in handy, I’ve already written them out and I just expand on each one. Writing up how to solve each step or go through each process. Nice and easy.
People struggle with conclusions and summaries all the time. They’re often the weakest part of any content. But with my winning summary formula (patent pending), you’ll be smashing them out like nobody’s business.
- What’s your favourite part and why do you love it?
- Turning a common objection (a lot of people feel that _ doesn’t work because… We totally understand that, but we find that [result])
For example, we love breaking down our posts into smaller chunks to get things written and built. A lot of people feel that writing (particularly creative writing) is a totally organic process and they struggle to create on a regular basis. We totally get that, but what we’ve found is that by understanding the process you’re on, even stories and songs can be written easily.
Finally, we wrap up with the final call to action or CTA. What does someone do next? Give a couple of prompts AND try to have a lead magnet.
For example, if you liked this post you’ll LOVE our Lightning Post Template that we use to whip up super fast content from other articles. If you want to write and create content super fast – sign up to get your template below.