Rules to Write By

1. Create a headline that both draw readers in and tells them enough about the article to make them stay.

Good headlines have a hook, avoid cliches, and are simple enough to tell your audience what they need to know about your article. Based on these headlines, which of the following articles would you be more likely to read?

4 Checkpoints for Great Copywriting

What Are Your Words Worth? 4 Rules to Write By

2. Write content that delivers on the headline’s promise.

An intriguing headline with a great hook draws readers in, but the article needs a similar punch, or you run the risk of readers not returning.

3. Post engaging and entertaining content that gives your readers what they want.

With all the sources of information and entertainment on the Web, your content must give people what they want and need to know in a clear and simple way. How can you find out what readers want? Examine the content on your blog, website, or Facebook page that gets the most likes, reposts, and engagement, and post more like it.

Or, use a method like this article, “Don’t Read This or the Kitty Gets It,” with an entertaining headline that potential readers couldn’t possibly resist.

4. Ensure that every sentence in your article provokes your audience to keep reading.

The headline entices your audience to read the first sentence of the article. The first sentence compels them to read the second. This process continues until readers reach the call to action. Get rid of fluff or any copy that doesn’t make your audience want more.