You are in business to satisfy your clients’ needs, right? What could be more fundamental to human survival than the pursuit of food? So, let’s toast this harvest season with 5 things fishing teaches about good content writing.
1) Use the right lure: The title
The fish you’re trying to catch may live in a big sea and move fast, or dwell in a small pond and need a great reason to swim out of their hiding place. Either way, to get those finny creatures motivated to notice you, you’re going to need to start your endeavor using a lure with lots of flash.
In writing, your content’s title is the flash that is going to catch your readers’ interest. A bad or lackluster title is like using old bait. Consumers are bombarded with plenty of opportunities. Your goal is to get them to focus in on you above all the others.
2) Draw them in: Sub-headers
Just because you’ve got a fish’s attention, don’t assume you’ll keep it. If you are fly fishing, tie a fly that sports all the right colors and looks like a first-rate meal.
Sub-headers should be just as attractive and creative as your title. They are what will maintain your reader’s interest in your content all the way to the end of the copy.
3) Work the line: Mix bullets and paragraphs
Don’t just drag your line through the water. Jig it, skip it, and bring your enticement to life!
Since people tend to skim and not read copy, try to mix bullet points into your story instead of relying solely on bulky paragraphs.
4) Bite-sized bait: Keep paragraphs and sentences short
A bigger piece of bait is not going to catch more fish. No matter what you are after, their mouth is only so big.
The old rule of thumb is that a paragraph is made up of two or more sentences. However, that doesn’t mean you can’t break the rules and run with one sentence once in a while.
Likewise, who says a sentence has to prattle on forever. The shortest sentence in the world’s number one selling book is made up of only two words, “Jesus wept.” (The Bible, John 11:35).
5) Set the hook: Links to your offering
When a fish bites, every angler knows, it’s time to set the hook. Pull too hard, and you’ll yank the hook out of their mouth. On the other hand, too light-a-touch and your potential meal slips away.
Writing successful copy is no different. There should always be a call-to-action, but not one that is too blatant. Instead, the best practice is to liberally seed your writing with links that lead to solutions within your offering.
So, grab your fishing rod (or pen), find some water, and don’t forget, if you need some help selecting the best tackle, our shop is always open!