There are eight million posts on how to write a great headline, how to write a fantastic call to action, and how to write a good blog post.
We’ll even tell you how to write shorter sentences, snappier copy and better ebooks.
But you know what none of us tell you?
How to write the actual content.
It’s not enough to create killer headlines or spectacular introductions. Content that’s worth reading, sharing, and coming back to isn’t about how it starts or ends, but rather how it unfolds.
In other words, great content comes from knowing how to write great paragraphs.
But that isn’t sexy!
I know, I know. Paragraphs aren’t glamorous at all. No one cares about the poor things, regardless of how essential they are. They’re not a cool hack or snazzy technique, and there’s no app for them.
Great paragraphs come from plain, old-fashioned grammar school. How lame is that?
Here’s why a seamless paragraph matters so much to your writing
Your readers take in every single word you say.
Not just the words in the bullet points. Not just the words in the numbered lists. Not just the headlines or the sub-headlines or the compelling calls to action. Readers won’t skim your content looking for “the good stuff.” It’s all good stuff.
Wait a second, you say. Shouldn’t you break up content with bullet points and numbered lists? Isn’t that what people actually read? Aren’t online readers notorious for scanning past the paragraphs?
Yeah, they are. Because they weren’t that interested in the paragraphs that came before the bullet points in the first place..
People think those paragraphs are just fillers. We’ve trained them to think that—because filler is what most people put between those bullet points.
No one cares about crafting a good paragraph. Readers might as well go ahead and scan, because we’ve given them no real reason not to.
Everyone’s focusing on the stuff that sticks out.
Readers will read… if it’s worth their while.
Many bloggers and content marketers assume that scanning is just what people do. They don’t bother with honing their paragraphs the way they refine their headlines and bullet points, because they figure no one will read the paragraphs anyway.
But that’s a big assumption.
Think about that one blogger or writer whose work you read religiously—I know you have one. We all have one. You get excited when you see a new article hit your inbox because you love the way this person writes. You probably read that post more than once, and you might even save it.
You’re not reading for the headline. You’re not reading for the bullet points, or the nugget of brand-new, secret-insider knowledge. You’re reading for the words, and you don’t consider any of them “filler,” no matter how long the piece.
Which means that person—that author, that blogger—is most likely a killer paragraph writer.
Are paragraphs starting to sound a little sexier now? They should. Who doesn’t want to be one of those people whose readers hang on their every word?
No one, that’s who. So let’s get started.
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