zoom out to a birds eye view and show the macro-impact ofhesis. Thgoal iso leavereader inspired.


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Were a full-service digital agency agency thats been helping clients make lasting change since 1999.

Dave Schools,Former Former Digital Strategist

Follow this simple and proven framework to organize your writing for effective delivery on the web.

When I first started writing on the web, I knew nothing. I was scared of the gavel-wielding, faceless, Redditesque crowd (whom I now love). But I found my first footing when I submitted an article to a niche blog I liked and followed (more below).

Since then, Ive been able to write several top stories on Medium, including my best one:I sat down with a millionaire who operates 10 businesses while sailing around the world with his family,which has 7.2k recommends and has been picked up by several publications including Business Insider, The Observer, Quartz, et al.

Im not trying to beboasty(intentional new word trying it out), Im just saying there is a structure that works for single-topic web articles. My hope is that it will help new writers take the leap as I did.

Credit for this structure goes toCrewand toAndrea Ayres Deets, who is an amazing writer and inspired me to write several years ago.

The first time I ever freelanced, I submittedan articleto the Crew Blog and Andrea replied with the loose and simple formula they use for structuring their posts one that I still use today and the one I am about to show you now.

Let it be known,there is no perfect formula for a successful blog post. It takes more than words and pictures a lot of which is out of our control (i.e., networkalgorithms, timing, audience, etc.). But sometimes you need a good framework (theone belowbuilt up a1 million+visitors) to get started. I did. So here it is.

(Anecdote) Start with an experience from your own life. Write a story in the first person. Be vulnerable. My favorite writer,James Altucher, says to Bleed in the first sentence. This builds personal connection with your reader, even if you are representing a big brand. To me, this is where the good writers distinguish themselves from average writers; the best writers can tell a short, gripping, and humorous story in less than five sentences.

(Transition) After the opening anecdote, you need to transition to the thesis. Tie the personal story to the thesis by writing a sweeping statement with broad application.

(Thesis) Answer the readers question: why should I read this? Youve cast your net widely with the transition, hoping to catch as many readers as possible, now laser in to a specific and compelling case. Make the time they spend reading your article a rewarding experience.

Your thesis should be damn similar to your title. The reader clicked the title because they thought it sounded interesting; if they leave the article after reading your thesis, then it means you mistitled your post (click-baiter!). The title-to-thesis relationship should be monozygotic.

Lose yourself here. Now that the reader has agreed to listen, quote experts, cite research, and draw from history. Do not insert your own opinion here. Rely on the authority and experience of big names.

This needs to be a research-backed argument. Bring in science to support your claims. No one can argue with science.

Also, its super helpful to give readers a 13 sentence description of the research you cite, just in case people dont have the time to go to another link to read it themselves.

Continue building momentum. Except this time use case studies from various sources. Youve stated your point and given facts to back it up, now tell a story showing it worked for someone.

[show picture of person/people in story]

Once youve told the story, knit argument 1 and argument 2 together. Show how the scientific proof manifested in the story. This congruence creates aneural connectionbetween the right and left brain of the reader, resulting in the foundation of amemory.

IV. Takeaways(35 depending on length)

Remember, takeaways should be backed by examples and research for why these ways and methods are superior(or why these will get readers the results they desire).

Circle back to your beginning anecdote. Finish the story, or mention how you would do it differently now that you know the thesis. This has a satisfying bookend effect on the article.

Finally, zoom out to a birds eye view and show the macro-impact of the thesis. The goal is to leave the reader inspired.

So there it is. Ihope thatmakes it easier for you to write your nextweb article. It helped me.

But can Ibe honest for amoment?Idont always use this format.And actually, Ihope you dontalwaysuse this format. How boring would that be? Use it as a guide. As Pablo Picasso said:

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