Anatomy of an Article

How to write an article: includes headline & subheadings, intro, transitions, body, closing.

Headlines
This list contains some excerpts from Copyblogger's "How to write Magnetic Headlines" eBook, which I very highly recommend reading.

The headline is your promise to the reader. Make it specific to your audience rather than watering it down for mass appeal.
 * Main criteria: useful · urgency · unique · ultra specific (according to Copywriting 101)
 * Useful: include specific, clear benefit! Why read?
 * "Achieve that in this little time"
 * "The 5-minute improvement that boosts..."
 * Urgency: why now?
 * Unique: something new?
 * Specific: make sense to your prospect
 * Good length: 16-18 words
 * Don't use superlatives like "always" or "everybody". "Almost" and "many" is more credible
 * Headline needs keywords
 * Obvious benefit
 * Write them as commands
 * Clarifies who should read
 * Add a little extra thought to draw attention to detail:
 * "I want them all, especially #5"
 * "(easier than you think!)"
 * "(takes 2 minutes a day!)"
 * "...might surprise you"
 * Short and punchy. Delete extra words. Take time and refine them!
 * Make it negative: "how to fail", "how to piss them off" etc.
 * More on negative headlines: superlatives (worst, never) work
 * Go after the point of maximum anxiety!
 * Psychotactics: make a headline with most or all of these features:
 * Question-based: rather than statement
 * Problem-based: "struggling?" "driving you crazy?" "tired of...?"
 * Curious: point to sth. in the article ("these triggers", "how to")
 * Then: test the headline! Send it to a few dozen people, get feedback

How to come up with them

 * Keep a swipe file
 * A book or list full of headlines that have been proven to work

Matt's Swipe File

 * "How to" headline:
 * One of the most powerful out there
 * Improved by "and":
 * How to win friends and influence people
 * How to save time and get things done
 * How to save money and retire rich
 * "How to [mundane task] that [rewarding benefit]"


 * How I...
 * How [something] did [something else] (e.g. "helped me achieve")

Anxiety, Teases: Questions - something that can't be answered without reading the article:
 * How ... gets you into trouble
 * Why [declaration]
 * Why some poeple almost always write great post titles
 * Why Parallax Design doesn't have to Tank your SEO
 * Implies that this big new trend usually does. Gasp!
 * Also: how/here's why/what/when/etc [declaration]
 * Who else wants ... ?
 * Here's a Method that Helps [audience] to [benefit]
 * What [insert group] can learn about [skill] from [current pop culture item]
 * When/what to...
 * Top tips to...
 * The step by step guide...
 * The ultimate guide...
 * Why you should...
 * Top-x lists (Top 10 things I learned from my first breakup)
 * Why [xyz] doesn't work for you
 * Use unexpected combinations: e.g. "what comedians teach us about writing"
 * Good/bad news! [...]
 * Advantages of...
 * The shocking truth about...
 * Are you making this mistake...?
 * 5 little known facts about...
 * Lady Gaga's guide to...
 * Is your business safe from...?
 * Warning!
 * Secrets of...
 * LIttle-known ways to...
 * Now you can ...
 * Create/Have a ... you can be proud of
 * What everybody ought to know about ...
 * Get rid of [problem] once and for all
 * How to commit brand suicide
 * Never trust a silent customer
 * How to Aggravate Top Bloggers So They’ll Never Help You
 * What never - ever - to eat on an airplane
 * What your doctor doesn’t tell you
 * Bills it’s okay to pay late
 * Why married women have affairs
 * Are you (not) doing these x things?
 * Did you know ...?
 * Is your community ...?
 * Can you resist...?
 * Are you missing...?
 * Are you avoiding learning about headlines because you're not a copywriter?
 * Are your headlines missing these precise psychological triggers?
 * Do you know who's killing your marketing?
 * Are you operating without an audio logo?
 * Who is your real competition?
 * Need to create a dynamite web site?

Intro (Opening)

 * The opening sentence is known as the "lede" in editing lingo
 * Make it great: look for that catchy, spicy sentence in your article and put it up top
 * Opening catches attention!
 * Tells the audience what this is about
 * And what they will gain from reading
 * Set a good pace for article from the get-go
 * Each sentence should lead the reader to the next.
 * No dilly-dallying: quick, descriptive, tasty intro
 * Short and captivating first sentence
 * Examples: summarize message in subheading, lead off with story (in the chaotic middle!)
 * Tone: set it in first paragraph, stick to it
 * Project a favourable, specific image that teases
 * Use an attention-getting generalization
 * Present a picture
 * Startling question or challenging statement
 * "Are you one of the xyz who..." => "You're not alone. But there's abc you can do"
 * Pose problem (e.g. as a personal observation)
 * Address or name common excuses for non-action! (bullet list)
 * Then tell them to cut the bullsh*t

Examples

 * Story about where reader is and what they want to achieve
 * "So you've finally taken the plunge and created a Twitter profile. Now what?"

Weak Openings

 * Apologetic statement
 * Unrelated story/joke
 * Commonplace observation
 * Long/slow statement/story
 * Trite question

Keeping the Attention

 * Follow the intro with a "nut graf": paragraph that sums up what readers will get from your article
 * Purpose: orientation
 * It's the "Overture" in music

Transitions
How to get from one section of my article to the next
 * Words: afterward, also, but, consequently, consider, finally, instead, later, meanwhile, moreover, next, then, yet.
 * Phrases: according to, as a result, for example, for instance, in addition, let's begin with, more importantly, this means, to illustrate.
 * Statements, questions
 * "If this is valuable, why is everyone resisting?"
 * "We must consider 3 things: 1, 2, 3"

Body

 * Supports my ideas
 * Outline all info I have, then make 2-3 best bits into main statements
 * Order them effectively
 * Use subpoints to elaborate
 * Add support material: statistics, testimonies, examples, stories, visual aids, facts
 * Storyselling: touch both emotion and logic!
 * Keep the story relevant and have a transformation
 * Don't miss the point: headline and article must align, "big idea"
 * Build crescendo, lead up to a punchline
 * Subheadings ("mini headlines"):
 * Keep "scanners" engaged an scrolling down the page
 * "Scanner": a reader that quickly skips through an article instead of reading line by line. Many people do that!
 * Have about one subhead per full page when scrolling
 * 16 words at the very most!
 * Internal Cliffhangers
 * Stitch content together using emotions and shock
 * Suspense, humour, dramatic surprises, challenges
 * Make sure you read all the way to the end, where ~
 * Let me explain / here's what I mean / here's why / for example
 * DIALOGUE
 * Tease at the beginning, payoff at the end
 * Optimize writing:
 * Who does it appeal to?
 * Who will it alienate? (that might be ok)
 * Get quotes from live humans: experts, leaders / competitors!
 * Don’t be the expert
 * Don’t quote books, friends, Wikipedia

Conclusion (Closing)

 * This is very important because people remember it
 * After reading the article, this will stick in the mind
 * Make it MEMORABLE, reinforce your idea
 * Closing headline examples:
 * "To conclude"
 * "Parting thoughts"
 * "Takeaways"
 * Summary, or call to action
 * Make it specific! Leave no question about what's to be done
 * Final remark: challenge, question, anecdote, quotation, catchphrase
 * "Take a few minutes before lunch today to..."
 * Forceful and confident
 * One final punchy quote (save it for the end)
 * Tie the ending into the opening
 * Rules from Copyblogger:
 * Address your reader: now it's about them. Compare article's content with their struggles!
 * What would I like my ideal reader to go and do next?
 * Concrete and feasible action: things you can do next week, tomorrow, today!
 * Small wins
 * Take the biggest obstacle away
 * Overwhelming? Remind them of the first step
 * Insecure? Pep-talk! (though it may be hard)
 * Too much trouble? Remind of the reard! (e.g. happiness, relaxation, productivity)
 * Touch the heart: hit them on an emotional level! Use analogies, emotional words
 * Sobering look at the reader's habits
 * Disturbing look at the problem
 * Hopeful glimpse of solution
 * Nail the last line: it'll stick with them for days
 * Nugget of wisdom!
 * Use poetic techniques: rhythm (e.g. staccato), rhyme, repetition