Psychology is great. It gets you inside peoples brains and helps you understand human behavior better (among many other things). Combine it with great copywriting, and you have a winning team, that delivers results and can be the sole differentiator between the success or failure of a business. It’s just like having some weird superpower over your audience. And you do!

If you’re an experienced copywriter, you’ve probably found out by now that well-written content does not just happen. It’s carefully created following some established principles that intrigue people and attract a large readership. It’s easy to think that one just sits down and starts writing whatever goes on through their head and – boom! – out comes a great, well-written article. But in reality, copywriting is just not that simple!

What all good content must have:

There are a few things all good content must have. Generally speaking, your content must stir emotion, curiosity, surprise and gain the reader’s confidence. But the more detailed version tells us that:

– your title has to be crafted after specific formulas in order to make people click on it

– you must address your readers directly, in first person

– your article has to be easy to read and entertaining

– you must add visual words

– you should tell a story and provide actual examples

– the content must intrigue the reader and be persuasive

And probably the most important bit:

– you must provide value

Why? Because all these aspects taken together will result into the creation of that magnetic article that people just feel the need to share with their friends, which, in their turn, will share with their friends and so on. And this is how your business, blog or even your cat gets noticed.

Of course, there is more to this, but for today we’ll just stick to the most important.

Now, if you’re like me, you like dipping in the more detailed side of things. So let’s add a “Why” in front of each of the aspects that bring value to content to see what happens.

Why your title has to be crafted after specific formulas in order to make people click on it

Your title is one of the most important places where you have to use your copywriting mojo. It’s the doorway to your article and the first thing people read. If people aren’t attracted by it, you’ve just wasted a few hours of your time creating something that no one will know about. It’s just like having a bar, restaurant or shop. If the signs outside and the general exterior design aren’t attractive, you’re less likely to have customers.

On average, 8 out of 10 people will read your headline, but only 2 out of 10 will read the rest.

So, just to make sure that this doesn’t happen, we use formulas that appeal to the human brain. Here’s how a great title formula looks like:

Number/Trigger Word + Adjective + Keyword + Promise

Translated into words it would sound like this:

Using number 10 in this example wasn’t random. In fact, in a study done by Using number 10 in this example wasn’t random. In fact, in a study done by buzzsumo on more than 100 million people, it was proven that the articles starting number 10 attract more shares on social media than any other. The second would be 23.

Of course, this is not the only formula used for titles, or the only elements a greatly crafted title should have. Here are a few musts for your titles and why they appeal to people.

1. Presenting the benefits in your title will make people have the feeling that they will be rewarded with gaining new knowledge after reading your post.

In the above example, the benefit is that you will learn to cook delicious fries faster. Here’s another example, probably one of the best titles known in the world of copywriting: How to Win Friends and Influence People. This actually provides two benefits:

a) You learn how to win friends

b) You learn how to influence people

Catchy, isn’t it?

2. Appealing to curiosity is almost always a winner. It works because we are curious by nature and always interested in finding out the “why” to popular subjects or topics of our interest.

Example: Find Out Why David Beckham Reads TypingPandas (We’d wish!)

3. Promising something for free, be it information, videos, e-books, secrets, photos or something else is guaranteed to bring people to your article. Everyone loves it when they get something for free, because they feel like they’ve somehow “tricked” the system and came out on top as the single beneficiaries, taking advantage of your kindness or unique opportunity.

Example: Watch The Free Exclusive Video Of This Band’s Latest Show

4. Letting them in on a secret is a very good way to have the crowd running towards your piece. It’s a mix of the curiosity I mentioned earlier and appeal to our natural unquenched desire for miracles, secrets, magic solutions and anything else that seems too good to be true.

Example: The Secret To Losing Weight Without Exercising

5. Being bold also works because it can tap into anything from curiosity, to shock factor, to intrigue. A bold title is usually one with a shocking statement, a very unpopular opinion or an over-the-top claim.

Example: This Man Has Found The Cure For Old Age

Why you must address your readers directly, in first person

When you address your readers directly and ask questions, you automatically get them involved. They are no longer an outside party, but someone who is included in the specific problem you are debating or discussing in your piece. Asking them questions engages them and stimulates them to think about your content, even subconsciously.

At the same time, it makes everything much more personal, and your readers feel they are having an exchange with you directly, and not that you are addressing a mass audience. It also establishes a certain sense of intimacy and familiarity, like you are long-time friends who are having a chat and exchanging ideas, not reader and writer. This encourages more focus and attention, because it creates a sense of trust and openness.

So how can you achieve this sense of familiarity? By referring to yourself directly, in first-person pronouns (“I, me, mine, myself, etc.”) and addressing your reader directly, as well (“you”, “yours”, “yourself”, etc.). This brings down the barrier between writer and reader and makes you seem more relatable.

Don’t worry about losing authority; as long as your arguments are still constructed logically and you are backing up your claims with facts, there is no reason why being more personal with your readers will affect your credibility. You don’t have to be cold and impersonal, in order to be a good or valuable writer. Don’t worry about losing authority; as long as your arguments are still constructed logically and you are backing up your claims with facts, there is no reason why being more personal with your readers will affect your credibility. You don’t have to be cold and impersonal, in order to be a good or valuable writer.

That’s not to say that writing in third person and remaining objective doesn’t have its place, but the best-written content is the one to which the reader is able to relate, and that is best done by addressing them directly, in a friendly and familiar manner.

Let’s do a quick exercise, to prove my point: place yourself in your readers’ shoes and imagine you are reading an article meant to provide advice with your marital problems, for example. What tone would you rather find in the piece? A cold, distant, omniscient voice dictating what you’re doing wrong or right in your life or a warm, friendly one that is maybe a little funny and empathetic, but still helpful?

Why your article has to be easy to read and entertaining

Do you enjoy struggling to understand a text? Do you stick around to finish a boring article? What’s that? The answer is no?

Well, of course it is. Regardless of what you are writing, you have to make sure, first and foremost, that your article is easy to read. And I mean this from every possible point of view.

Dos:

Free of grammar mistakes

Well-written

Spaced well

Short sentences

Logical flow

Written for an average-level reader

Friendly tone

Don’ts:

Riddled with mistakes

Full of inconsistencies

Busy layout

Complicated or overly long sentences

Confusing order, inconsistent flow

Overly simplistic/basic or overly intellectual/academic

Impersonal tone

Why are these things so important? Because unless your writing is enjoyable and easy to get through, readers will stop trying. It’s harsh, but it’s the truth. You have to be very careful about all of these technical aspects, in order to ensure that you won’t be missing out because of something easily avoidable.

Now, let’s talk about entertainment value. Sure, you might argue that not all articles are meant to be entertaining and that a significant part of them aim to be useful, first of all, and maybe educational. I agree.

But I also disagree. Who says that an educational piece can’t be fun, anyway? If you want to keep your reader engaged and retain their attention, you have to make sure that you are making your content appealing enough. The entertaining appeal can be secured through tone, style, layout, content… through everything, really.

There are no rules dictating that you can’t have fun with the way you present your content and disseminate the information, no matter what your article contains. The dullest topic can be made endearing with the right tools:

Humor – Probably the most effective strategies of all, humor can enhance anything. A well-placed joke is worth a thousand words and it can make your content memorable. Also, don’t be afraid to use puns or self-deprecating humor; it makes you more relatable and it puts your readers at ease. And besides, if you can’t laugh at yourself, who can you laugh at?

Pop Culture References – A good reference is also worth a thousand words; or at least a couple hundred. Making references to books, movies, music or current events makes your content more interesting and it keeps your readers on their toes. It shows that you know what you’re doing (or err, what you’re writing about), but hello, you also keep up with topical references!

Friendly Approach – Acting like a best friend to your readers can be pretty entertaining for them and for you. It’s not only easier for you to explain and get your point across if you do it like you would to a friend, but it’s also more pleasant and enjoyable for your readers. It allows them to relax and enjoy your writing and relate to you on a basic level.

Experiment and play around with different styles in order to find your “voice” and your personal writing style and appropriate tone. In time, you will develop a distinct style that your readers will grow to love and recognize anywhere. Experiment and play around with different styles in order to find your “voice” and your personal writing style and appropriate tone. In time, you will develop a distinct style that your readers will grow to love and recognize anywhere.

Why you must add visual words

Humans are known to be visual creatures; sight is one of our strongest senses and one which oftentimes takes over. In fact, the vast majority (an impressive 90%) of information that is received by the brain is visual. Moreover, the brain processes it 60,000 times (!) quicker than it processes text.

“Okay”, you might say, “but how does this help us? We work with words, not images.”

Well, this actually translates perfectly into writing, as there is no quicker or more effective way to get someone’s attention – and keeping it – than by creating a visual image.

Wondering why? Well, the explanation is simple: by creating visual images via the smart use of visual words, you encourage your reader to actively use their imagination and render the image you’ve created in their brain. This not only makes your writing seem more vivid and realistic, but it also ensures that it sticks around in their mind for a longer time.

In addition, certain words have the ability to trigger images or emotions with overwhelmingly positive connotations for the readers. By including such words, the reader will then link your article with the pleasant emotion they are experiencing.

Let me give you some examples:

Using words that describe color is always a good idea, in order to reference the reader exactly to what you are thinking: “scarlet”, “emerald”, “copper”, “sapphire”, “obsidian”, “jaundice”, etc.

Words of action are also very powerful, dynamic and can effectively suggest movement: “sprinting”, “jittering”, “quivering”, “rising”, “speeding”, “jumping”, etc.

Visual adjectives can instantly create a positive or negative connotation in the reader’s mind: “beautiful”, “impeccable”, “angelic”, “grotesque”, “devilish”, etc.

Metaphors and similes are often the best uses for visual words. Employing such an artifice is a simple, but highly effective way of conjuring a strong visual image that will enhance your writing and give it an unforgettable quality. Metaphors and similes are often the best uses for visual words. Employing such an artifice is a simple, but highly effective way of conjuring a strong visual image that will enhance your writing and give it an unforgettable quality.

Why should you tell a story and provide actual examples

As Albert Einstein once wisely noted, “Example isn’t another way to teach, it is the only way to teach”. But what does that mean, practically? That in order to make a stronger argument and drive your point home, you should show, not tell. I mean, sure, “telling” is great and opinions are important, but they are not enough.

In order to add weight to your opinions, you must also provide examples. This doesn’t only offer you credibility, but it also helps you relate to your readers better. Whatever point you’re trying to make, backing it up with an example is going to make it more believable, more convincing and ultimately give your writing a touch of authenticity.

That’s why you should always try to add a story, whenever possible; a story is the ultimate example. It doesn’t have to be long or very complex, but it should provide help in illustrating your point more accurately. The principle is quite simple, really. Readers will connect with a piece in which they recognize themselves or which resonates with their own personal experiences.

Similarly, even if they haven’t experienced the exact instance or situation, an example or a story of someone who did will help them imagine and visualize certain emotions you, as a writer, are trying to evoke in them.

For example, not all your readers will have lost a parent, but everyone can relate to that sense of loss or the dread of losing a loved-one. It’s easy to imagine how the hurt one would feel in such a situation, and it comes to mind almost involuntarily. It’s easier for you to sway the reader, by giving an example they can picture in their heads, to illustrate your point. Never underestimate the power of visualization.

In addition, it is reported that the #1 thing that will make your content more memorable is establishing an emotional connection with the reader.

And what is the easiest way to achieve this? Stories. Why? Because stories are renditions of everyday situations, occurrences and emotions that are common to all human existence. It’s the reason we like reading fiction and watching television shows.

Stories draw you in and make you identify with the protagonists, or at least sympathize with them and/or their experience. By far, the easiest way to convince someone or attract them to a certain side is to present the information in a way that will trigger empathy.

This depends on the point you are looking to make, but try to include stories that could be about virtually anyone. Wacky, unbelievable stories are good for entertainment, but not for backing up an argument. What you want is to stir up emotions and create a connection with your readers; you want them to be able to relate to the experience described in your piece. This depends on the point you are looking to make, but try to include stories that could be about virtually anyone. Wacky, unbelievable stories are good for entertainment, but not for backing up an argument. What you want is to stir up emotions and create a connection with your readers; you want them to be able to relate to the experience described in your piece.

Bonus: Start the story with something like: “You’ve probably experienced this at least once in your life”, “We’ve all gone through this”, “I don’t know if this ever happened to you, but it happened to me”, etc. Also, a good technique is to ask them to evoke a personal memory or experience: “Remember when you were little and your mother would walk you to school?”, “Think about the last time your spouse said they loved you”, etc.

Why the content must intrigue the reader and be persuasive

When you think about it, every piece of writing is trying to sell something no matter what it is. Even simple fiction is attempting to sell you a story, at the end of the day; to sell you the facts as if they are true. This is especially true for copywriting or content writing of any kind, because it’s usually trying to literally sell a product or a service. And what is the number one skill you need, when you’re trying to sell something, be it a product, a service or an idea? That’s right, persuasion.

Persuasion is an art and not one that everyone is able to master. The blurry and delicate line between persuasion and relentlessness is deceptively easy to cross and if there’s one thing people hate, almost universally, it’s a hard sell. Persuasion is not about pushing something down people’s throats at all cost, but helping them arrive at the conclusion you desire, on their own.

This can be achieved through sound and intelligently-constructed arguments, as well as the right kind of language. Persuasive language includes words like:

“definitely”

“definitely” “absolutely”

“extremely”

“superior”, “unique”

“always”

“never”

“I strongly believe”

“it has been proven”, etc.

By using authoritative words and phrases, you convince people of your points more easily. Psychologically, they are more likely to believe what you are saying if you sound like you know what you’re talking about.

But in order to have the chance at attempting to persuade your audience, they must first be interested enough to keep reading your article. Intriguing the reader is essential and can usually be done through:

shocking statements (“Your eating habits are slowly killing you. Here’s how.”),

statements that incite curiosity (“Have you ever wondered how Hollywood actresses look so young for so long?”) or

statements that contradict the status quo (“Why getting a college education is the worst career move.”).

When they click on an article dealing with such topics, the reader is looking to be persuaded. Writing a piece about the health benefits of drinking lots of water, for example, is not going to rock anyone’s world, because it’s a bit “been there, done that” and no one is going to be intrigued.

On the flip side, making absurd, ludicrous or ridiculous claims is not going to get you very far, either. Writing an article giving arguments for why Beyoncé is, in fact, in the Illuminati (come on, we’ve all read those articles and seen the videos) will be dismissed, disparaged and degraded. You have to learn the difference between intriguing and just… stupid.

On a positive note, giving statistics and citing studies and proof that backs up your statements is always a plus (in fact, it’s a must), because it puts your readers in front cold, hard facts. If what you are saying can be easily proven in writing (say, the incontestable benefits of vaccinations), do not hesitate to do it – you will win valuable persuasion points, while also proving yourself to be a true professional.

Some writers make the mistake of just making up a statistic, to make their article sound good. No. This is one of the most unprofessional things you could do. Either take the time to search for a genuine study or statistic, or just leave it out altogether. Fake statistics have all the potential to backfire and make you look *really* bad, instead of credible. Some writers make the mistake of just making up a statistic, to make their article sound good. No. This is one of the most unprofessional things you could do. Either take the time to search for a genuine study or statistic, or just leave it out altogether. Fake statistics have all the potential to backfire and make you look *really* bad, instead of credible.

Why you must provide value

This is one of the most important things that will contribute to the overall quality of your writing. In content writing, it doesn’t really matter how well you can turn a phrase, if at the end of the day, your piece is hollow of meaning or value. Artistic capabilities take second place to the value provided by your piece and what practical advice the reader can take away from your writing. Well-written fiction is completely different than well-written content, because in the case of the latter, information takes precedence over form and style.

When it comes to content writing, value is the most important factor in deciding what is well-written content and what is not. People don’t click on your articles or e-books to see how many fancy words you know, they do it to learn something that can help them. They’re looking for something practical, applicable in real life situations, and not creative musings on random philosophical topics.

So this is something you have to keep in mind, no matter what you are writing about. Well-written content is the one that leaves the reader with a sense that they have learned something from your piece; that they have gained something in exchange for their time and attention.

Remember to communicate with your reader freely and directly. When you are trying to help someone, educate them on a certain topic or offer advice, your best bet is to use language that they are sure to understand. You have to ensure that the message is reaching your audience in the way that you intended it and in a way that is going to be helpful to them. This is not the time to pull out your academic dictionary. Remember to communicate with your reader freely and directly. When you are trying to help someone, educate them on a certain topic or offer advice, your best bet is to use language that they are sure to understand. You have to ensure that the message is reaching your audience in the way that you intended it and in a way that is going to be helpful to them. This is not the time to pull out your academic dictionary.

That’s why, whenever you start writing, you have to ask yourself how you can make it valuable to the reader. Especially if you make a big promise in your title or first sentence, like “How To Lose Weight by Doing X” or “How To Become More Outgoing in 5 Easy Steps”, you’re going to have to make good on your promise and deliver some sound advice that has practical applicability in the life of the reader.

Especially when it comes to articles that are meant to teach something to the reader or help them with something specific, avoid focusing on theory or including very general, run-of-the-mill information. That’s not why they clicked on your article and that is not what they were hoping to find.

Instead, make a conscious effort to include advice that is valuable, applicable and proven. This last part is of utmost importance, because your personal advice probably won’t help with much, unless you are a certified expert on the topic. Make sure to conduct some thorough research and, why not, link to some studies or statistics. Value lies in what is helpful and what is true.

Explain everything thoroughly and, if needed, provide specific examples or stories that will help your reader understand what you are trying to convey. This has the added bonus of making your content significantly more memorable, because the reader is now attached emotionally.