I was working on a landing page recently and while I was doing my writing-deleting-writing-and deleting again thing, I realized that after all these years, I’ve developed a pretty good process on how we write content.
When I find the time, I’ll make sure to structure this process and detail it in an extensive article on our blog.
Until then, today I want to share with you 3 simple steps that I always take and that guide me to be more creative*, stick to the main point and write faster.
* I don’t believe in creativity as a Divine gift; I believe in creativity as a process.
Draft your pain points
This one’s simple. Regardless of what type of content I’m creating, I always start with the pain points.
I hate fluff content, and although I get its purpose on this Earth (I too consume it and create it from time to time), I think the most engaging content is the one that answers specific pain points, and provides solutions to specific problems.
So the first lines I write are always the pain points I want to address in my piece.
Write down the questions you want to answer
This is critical, especially when I write complex content. I summarize the article into 3 important questions it will answer. Oftentimes I imagine I have the reader in front of me and I simply tell them: here are 3 questions you’ll get an answer to if you read this article.
Then I try to answer those questions as specifically as possible. To measure specificity, I’m looking at how likely it is that readers will be able to use the information and put it in practice, in their day-to-day activity.
Write the headlines and the main ideas from each paragraph
In this phase I basically create the narrative of the article. I choose the main pain point, I organize the questions in a logical order, and then I try to write short ideas for each paragraph.
Most of the time, the initial ideas in each paragraph are a mess because I’m trying to catch as many of the thoughts and ideas that are running through my mind at that moment.
But as long as I have the basic ideas, I’ll find the time to refine them later. This is like a fast-forward brainstorming session with myself.
And there you have it: a hesitating structure in the chaos of writing.
Hope this week’s insight helped!