The 1-10-1 Approach
It’s true that there is no single right way to tell or write a story. But as I mentioned earlier in the discussion around infobesity, it’s very easy for even high-quality content to get lost in the fray of TMI. So, it goes without saying that poorly written or (I hate to say it!) boring content is likely to elicit nothing more than a quick “click, yawn & exit.” To ensure our content isn’t sleep-inducing, consider adhering to a 1-10-1 approach when writing.
This means that your title or subject line must capture the readers attention in 1 Second to EARN the right to 10 Seconds more of their time. In that 10 seconds, you have to compel the reader to believe you want to share helpful, specific information. If you accomplish this, then you EARN the right to another 1 Minute of the reader’s precious time. In that minute, be sure to share ideas, information and insights that will make a real difference in the reader’s life – be that personally or professionally.
Key Takeaway
- 1 Second: Title or subject line must capture the readers attention
- 10 Seconds: Compel the reader into believing you want to help
- 1 Minute: Aim to make a real difference in the reader’s life
The 4U’s
Off the cuff headlines work great when you’re natural born Mark Twain, but for the rest of us, it’s useful to remember that it’s easier to attract readers and hold their attention when you follow business coach Michael Masterson‘s 4U’s formula for great copywriting:
- Urgent
Urgency in headlines convinces people to open the email, click through to the article, or download the white paper. Be careful here – it’s a balancing act to maintain urgency throughout your content without sounding too pushy or salesy.
- Unique
Uniqueness is critical because if visitors have seen similar content or benefits elsewhere, they won’t bother with your content. The uniqueness of your copy includes everything from your writing style to the benefits visitors get from reading your content.
- Useful
If your content isn’t useful, why should visitors read it? Your copy can be unique, ultra-specific, and urgent without being useful. The uniqueness of your content helps draw readers in, but usefulness is what compels them to keep reading. You must offer a benefit, solve a problem, or otherwise provide value for your audience.
- Ultra-Specific
Being ultra-specific doesn’t mean every blog post you write needs to be a list, how-to, or step-by-step guide, although those formats are popular for a reason. Specificity is important because it increases how useful the content is and makes it more compelling.
Source: Copywriting Tips for Great Headlines & Copy
Make it Stick
Based on the bestselling psychology book, Made to Stick: Why Some Ideas Survive and Others Die by Chip and Dan Heath, the attributes that make for great and memorable ideas should also be applied to copy. Taking a few minor liberties to round out what is, in my humble opinion, the failed acronym “SUCCES,” below is an attempt to bring it to its full potential in a manner relevant to content marketers. Keep it in mind when crafting your content!