In this method we focused mainly on “how to generate an engaging headline
”, but what can we do with this headline? It may seem obvious, but let’s take a closer look. First, let’s look at our headline as a thesis…
The·sis - /ˈTHēsis/ a statement or theory that is put forward as a premise to be maintained or proved.
Our headline/thesis is the point we’re going to be discussing in the rest of our copy. The structure of what follows the headline is really going to depend on our medium. A blog post is going to be structured differently than an email, and a sales page is going to differ from an advertisement. However there are going to be elements that are shared between all of them. Let’s take a look at how we can build on our thesis with the goal of maximizing our persuasiveness.
Structure of most persuasive content…
INTRODUCTION TO THE IDEA - Build upon your headline/thesis, focus on where the outcome (often called the promise land) will take the reader. Answer the “I know you’re probably thinking…” questions your reader may have. Build credibility with facts, figures, and quotes from reputable sources.
Keep it interesting… Keep an archive of articles, screenshots of chapter introductions, collections of quotes, things that capture your attention. If you’re not sure if your introduction is interesting enough, post a part of it to your social media channel of choice. Did it generate much engagement? If not, you may want to revamp. You can look at ways to make it more shocking, something your reader didn't expect; be more revealing, share something that most people would keep to themselves; be controversial, shake the pot a bit and call out a popular perspective as wrong.
Still not sure where to start? Here's an "introduction cheat-code": You can start your intro with “Even if…” to go right for the jugular objection.
Headline leads to ~> Intro: “Even if you’ve found that XYZ hasn’t worked for you in the past, let me show you how a simple change in perspective can make all the difference. Addressing a common objection at the beginning can both entice the critic to keep reading, and reassure the believer that progress can be made… if they simply keep reading.