Opening phrase

Good morning…

Welcome…

Thank you for becoming our reader/customer/user for the …

If your company is in the business of advice/goods/services – please read on…

In simple terms you will learn/see/discover how to save money/stay at home longer/avoid errors …

By the time you finish this blog you will either email me or never visit this site again…

I’d like to talk plainly about 3 key things in your business/life…

Your sales… increasing them

Your image… improving it

Your costs… reducing them…

(People are motivated to ‘make a gain’ or ‘avoid a pain’)

(The opening sentence must be ‘short, snappy and have punch’. Invest 80% of your time on the opening sentence.)

(Don’t be afraid of being outrageous. You might alienate some but you will attract others)

(What ever you’re writing about, you are always selling something)

Body

Let me explain…

Consider this scenario…

Picture this scene…

So that you…

What this means to you is…

And, perhaps most importantly…

And, not only that…

And, the real benefit to you is…

And, more than that…

So far we have established… your needs/problems… now we are going to tell you how to solve them…

You will learn/discover…

(Lay out the information you are readers in an attractive and enticing manner)

(Establish your purpose and link back to the introduction)

(Change the tone from attention grabbing to giving your reader the key information he needs to lead him to the decision you’d like him to make).

(The more you get your reader involved, the more likely they are to take the positive action)

Closing phrase

Enjoy…

Until then, do continue to enjoy..  good things.

Stay in touch because next week/subscribe to our newsletter

(Review your key points. Make sure you are in control of the follow up. Use an offer to stimulate a response.)

Points to remember

Readability

Break up the article by –

Dividing it into clear sections

Bold the headlines (H1, H2, H3 etc)

Adding a few relevant pictures

Adding relevant quotes from important people

Language-

Keep it personal and friendly

Quotes

When discussing money focus on quality not cost

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