One of the things I see online, whether it be blog content, news articles (the worst – even though they split theirs with 50 ads) hell even those long ass tweets you can now do on ‘X’ is not properly formatting the post.
(LinkedIn users, although I hate to say it, have got this down to a science it seems – those ghost writers must be really setting them back a few 0’s.)
The content in most cases is there.
But they just don’t layer it out in a way that’s even remotely interesting.
Now, what do I mean by ‘laying out’? Well…
Look at this post already, we’ve had one block section of content and the rest has been split up into small sections.
Doing this, helps guide your reader through the page without leaving them feel overwhelmed or bored of your content.
And in the age of Tiktok
This has become an absolute must to do.
Though, it does depend on the audience you’re writing for.
I would mostly never ever write like this for an accounting firm, for example, unless one of the angles they had is they were sort of your alt accounting, Jack the lad type group.
As this sort of appearance on a page tends not to go down well with the older generation, who said accounting firm may be targeting (they grew up on black and white newspapers after all).
So far so good. I’ve demonstrated how to split off your content properly, but what can really set you apart from the ground is other ‘breaks’ in content.
Of course, images are a great and common one
As well as headings
But I’m not talking about those strats.
You see, I’m talking about brain jolting techniques.
So far, I’ve wrote proper English (for the most part) but one of the best things you can do is bait and switch your reader when possible.
It’s a bit like rug pulling, but in a nice way.
Whilst splitting up your content, you should use words that users aren’t going to ‘expect’
Anything will fucking do.
You see?
Caught you off.
Now your brain is a little bit more intrigued
It’s the same as splitting your content off as much as possible, within reason, as it keeps a reader interested in line after line.
So, not only is it important for your writing to be interesting, but the way you lay it out is just as important.
There are other writing techniques I’ll get into at some point
But this is by far my favourite one, and I think most important.
ESPECIALLY
Because of AI and the way it writes (two, or three lines in a paragraph and then a new line), which is going to be content that a lot more readers are going to see now as people are super lazy with these new tools.
So its important to stand out as much as possible, and even if you’re wank at writing, just splitting your text up and making it more digestible is such a great way to keep people on your page
We do love low bounce rate numbers, after all.
OH, ONE LAST THING...
One of the shit tier arguments behind doing this is that the page becomes too long, so it LOOKS like there is a lot to read.
And while that is true.
Any reader that scrolls through a page to see the length of the content, was never going to fucking read anyway.
So while its correct, it doesn’t actually matter.
A % of ‘readers’ are always going to skim your content to try and find whatever it is they are looking for.
(And for them, I’ll always use eye catching headings and cute images so their TikTok brains are satisfied)
But we don’t write like this for the Homer Simpsons of the world
We write for people that REALLY want to get to the bottom of their issues who are willing to read 1k+ words of content to find THE solution
And for them, we make it as enjoyable as possible when we use this copywriting strat or any other
& Not cause I’m a saint
Don’t get it twisted
But so they line my pockets with their shillings
Duh