Your headline gets read more than anything else on your website. That’s why your headline serves one goal: grab attention so people feel compelled to read your opening.

Direct marketers have long known that if you get people to read your first 3-4 sentences, they’re more likely to read your entire article. That said, the point of your opening is to get people to read your opening… and that’s it.

When people make snap decisions about text, they prefer fewer characters per line.  The half-width image shortens the line length of the opening – fewer CPL – thus enticing people to read because it caters to their preferences.

Big Promise Sub-heading

This sub-heading has one main goal… to entice people to read your first piece of content and that’s it. How? Make a promise to your readers… give them a benefit.

Your first piece of content should aim to trigger an emotion in your reader. When people get emotional, they pay attention. They’re also more likely to take action being put into an emotional state.

Use a click to tweet “quote” right here. Why? Who do people quote? People quote authorities. Enticing people to quote you positions you as an authority. Plus, people like tweeting quotes and you’ll get more traffic from social media as a result of it. 

Subheads, subheads, and more subheads

Perhaps you’ve heard that people don’t read on the Internet, they scan.

It’s not true for everyone, but it’s true for a large enough majority that setting up your content to be scannable is an absolutely essential element of a perfect blog post.

Use subheads to make your post scannable. Subheads are the heading tags that appear inside your post editor. Also like we did here Bold some words or phrases to draw attention to points your trying to make.

Another Big Promise Sub-heading

Here’s where you promise people exactly what they’ll learn… the stip-by-step method… the how-to. You already connected, now’s the time to get people to take action.

Give People practical, easy to implement the advice. Get people results, and they’ll remember you forever. Also, practically useful content is more viral than other types of content.

Use Plenty of Visual Content

We remember photos 6 times easier than text. So not only will people enjoy reading your blog post more if you include beautiful photos, they’re more likely to remember it too.

The results from the Blog Pros study shown above support the visual content emphasis. The 100 popular blog posts averaged one visual image for every 350 words. 

So a good rule of thumb is to implement on average 3 pictures in each blog post that you publish.

Want to learn more? (Call to Action)

In this last section where a normal call to action for a blog post would be a buy or subscribe, we would instead, will have a learn more about this topic. We will mostly be writing blog posts for local service-based businesses so we would just send the reader back to a service page. This also will accomplish internal linking which is a crucial element.



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