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Family - A Seattle Advertising Agency

What No One Tells You About Writing a Blog Post

Digital Marketing

Cut the preamble. The first couple sentences need to grab readers by the throat. No time to dilly-dally. Pull them in. I immediately stick readers in the middle of a dramatic situation. Below are examples of opening lines from three different posts.

The next sentence or two needs to add context and define what’s at stake.

The last sentence of the first paragraph is almost as important as the first sentence. Below are lines I’ve written for three different posts. Each comes at the end of the first paragraph. They pull readers through the story with mystery and tension.

The beginning of the second paragraph needs to pay off what you just set up, or complicate the situation even more. Below are examples of each.

Content Marketing

Develop the story with complications and setbacks. And then end the second paragraph the same way you ended the first, pulling readers through to the next paragraph. Here’s why. See how I just did that?

Readers want to skim. By the third paragraph, you need to give them facts or become very entertaining. If you don’t start putting meat on the bone, you’re going to lose ’em. Reveal a nugget of wisdom or a startling statistic, or escalate the drama. This is the perfect spot for a provocative statement. Below are examples of each of these techniques.

If you start a post with an anecdote (as I often do,) it’s time to wrap it up. You have one paragraph at the most. Allow me to explain.

No one wants to read your blog post. Your mother doesn’t want to read your blog post. Sorry, but it’s true. You need to shape your story to fit the modern attention span. Are you still with me? Excellent! Because now we’re getting to the good part.

You’ve used setups and payoffs, mystery, tension, drama and possibly humor – rewarding people for paying attention. Now they’re emotionally vested. Now, and only now, do you spring the trap.

Make your point. Tell readers the moral of the story. What does the anecdote mean? Writers call this putting a line under it. Here are a few examples.

As you make your point, everything pivots. It sets up the rest of the post, which ends with several paragraphs punctuated with subheads. And let me tell you, from here on out, it’s all uphill.


Skimmers pause at subheads. These visual billboards are nothing more than glorified bullet points, followed by fact-laden Hot Pockets of snackable information.


But don’t sacrifice clarity for cleverness. Signal what information is contained in the section. At this point, readers are scanning for the information you promised in the headline. Make the information easy to index. No one wants to decode vague subheadings.

And with that, the fun has ended. They’re scanning for data. Do not disappoint.


At the pivot, you made a point. Now break your point into digestible pieces. Back it up with concrete examples, statistics, case studies, links and personal experiences.

Don’t worry about pulling readers through the story. There’s no more story. By now readers are jumping around more than fleas finding a warm spot on a bear’s hide. Bonus points if you can spin these sections into something witty or entertaining. But always be clear.


Some readers might not agree with your point. Hold up any holes in your argument. It demonstrates that you’re honest, you’re self-aware and you’ve considered other points of view.


And if we’re being honest, sometimes I don’t always follow these rules. I’ll wander off like a dog without a leash, or bend the structure to fit the flow of the article. These are more rules of thumb than paint-by-numbers.

This post is about the structure I prefer to use. Keep in mind there’s a word soup of other recipes to choose from. Below are some structures I’ve abused in the past:

But here are a few items I try to pack into all of them. I like to make it personal and keep it conversational – all the while delivering substance.


Include a final thought or bonus information to wrap things up. It puts a nice bow on things. And who doesn’t like presents? Often, I’ll circle back to the opening anecdote. That’s called a button. Saving one last statistic is also a good way to end, especially if it’s contrary to the point you’re making. It’s like a cautionary tale.


Always include a relevant sentence about yourself, and contact info. It’s also a good time to ask readers to subscribe to your blog.


Why do good writers spend an insane amount of time coming up with a great headline? It’s critical to marketing your blog post. Many times, it’s the only thing people read.

So after you finish writing, double-check the headline. See if what you’re selling is what you wrote. Sometimes the emphasis of the post drifts while you’re crafting it. And you don’t want to be accused of link bait.

Mike Johnston is a production executive and advertising creative in Seattle. He is available for freelance consulting, writing and directing. Contact Mike.


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