If you’re wondering about these questions, don’t feel alone.
Here’s a guide you can use to freshen up old content and make it shine or even to make sure a new post is as good as it can possibly be.
Step 1. Start Out With The Thumb Test
The thumb test is a trick that copywriters use, particularly in ad agencies. Here’s how it works: you cover up the logo with your thumb. Then look at the piece. An Apple ad will likely still look like an Apple ad.
A Nike ad will still look like a Nike ad. The same should work for your blog.
The voice should be consistent. The tone should be very familiar. Even the layout could help make it more clearly yours.
Step 2. Take Another Look At Your Headline
Is it clear what the benefit is for the end user? Is it compelling? Would you actually click on it if you weren’t writing it yourself? (This is a HUGE ONE.) Want more help with headlines? This post will help you out.
Step 3. Consider Improving Your Image
Mediocre won’t cut it anymore. I’m serious. Reusing images over and over makes them lose impact. Think outside of the box and use unique images whenever you can.
Maybe even it’s time to take a few images yourself. Go ahead, channel your inner photographer. (Not saying you should use the photos you take immediately, but you can always practice and get better and better.)
Step 4. Look At The Structure Of Your Post
Images are essential. Is the text broken up or is there a big block of text?
If it does, that essentially says to the online reader “SKIP ME! SKIP ME!”
According to the Nielsen Norman research group: “People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences.”
Online readers are skimmers. Keep that in mind. Always.
You’re even skimming this post, aren’t you. It’s okay 🙂 I know that, and that’s why I wrote this the way I did.
Step 5. Have A Compelling Call To Action
Ideally, you want a compelling call to action that is irresistible. Something that is a natural conclusion to your piece.
The key is this: the reader is constantly saying “What’s in it for me?”
Ease the reader’s pain. Give the reader some comfort or support. Make it clear. Super clear. Like explain it to a toddler clear.
Clarity is essential. Don’t overthink it. Just make it super easy.
You can even promote something such as a special offer, as long as it makes sense as the ending.
Make it the natural next step.
And don’t ever have more than one call to action.
That’s not clear, it only makes things confusing.
The Takeaway
Here’s the summary for you as you go rework your post:
- The headline has a very clear benefit for the reader.
- Try the Thumb Test
- Use good images (and more than one image).
- Keep it compelling and interesting. Would you actually read this yourself?
- Break up the blocks of text.
- Again, make sure everything is super clear.
- Use only one call to action and make the CTA the natural next step.
Want to tell better stories? Grab my free Storytelling Cheat Sheet Here.
Jim Woods is a writer who believes stories can change the world. He is the creator and founder of StoryCrafting. His work has been featured in Fast Company, Life Hacker, Goinswriter, The Write Practice, and other publications.
