I was a journalist for thirty years, and I learned a lot about asking the right questions and telling stories.
But when I started helping organisations with their digital content, I learned a lot more about how to write to engage busy users.
This is a very big topic. But I’ve tried to break it down into some simple tactics.
1. Don’t be a time-waster
Most writers act like they’re writing for captive audiences who have all the time in the world.
The reality? It’s worse than Tinder – you get a few seconds to make a positive initial impression.
And even then the risk is that they lose interest quickly.
If the point is to get readers, then get to the point.
2. Readers don’t read, they skim
Reading takes time and is a form of investment.
Smart readers scan content looking for the best prospects.
Smart writers recognise this demands:
- Relatable headlines
- Subheadings that tell the story
- White space and bullets for readability
- Images to add interest and signal quality
Readers invest when the content returns are clear.
3. Make your reader the hero, not your organisation
Stories become relatable when they confront the question all users have: ‘What’s in it for me?’
- Empathy: Show an understanding of their needs
- Trust: Explain things clearly and substantiate claims you make
- Support: Act like a helpful guide
Put the corporate ego on ‘silent’ when you speak to readers.
4. Every piece of writing is the answer to a question.
Be clear upfront about what you’re answering.
Answer the most obvious related questions.
Use free tools to make sure you don’t miss any:
- Google’s ‘related searches’ box
- Google Trends to compare search phrases
- AnswerThePublic for frequently asked questions
The answer to good writing is writing good answers.
5. Don’t Just Tell Stories, Sell Stories
Great writing counts for nothing unless it hooks readers’ interest.
Winners know this and act like advertising copywriters.
Headlines, social posts, and opening video captions must all do the same thing:
Sell a story at first sight.
6. Be Specific
Most online content is confidently asserted opinion.
Hard facts and compelling stories are in short supply.
Vagueness in writing confuses readers, breeds distrust, and drains authority.
Always back up assertions with data and examples.
7. Avoid the Curse of the Expert
Experts know a lot but suffer from the ‘curse of knowledge’.
They don’t understand what non-experts don’t understand.
That makes their writing confusing, which kills engagement.
Think of explanation as empathy.
8. Appeal to readers’ natural curiosity
Readers have a great deal in common:
- A fear of missing out on important information
- The love of a good story
- Brains hard-wired to fill in missing pieces
Grab their attention with a hook.
Leave a ‘curiosity gap’ to keep them reading.
9. The more conversational, the greater the engagement
Humans have been speaking a lot longer than we’ve been writing.
Our brains find conversational writing easier to follow than formal text.
Make your posts more accessible by:
- Writing like you’re speaking to a friend. (Try recording yourself!)
- Reading your text out loud and rewriting wherever you stumbled.
Your voice is your untapped writing superpower.
10. Clarity Rules
School and college encourage you to write so you sound clever.
Working life encourages you to use jargon and professional detachment.
Online winners ignore all this and…
- Write as simply as possible.
- Explain everything fully.
- Avoid specialist language and abbreviations.
Don’t be clever, just be clear.
11. Make Sure You Pass the ‘Orwell Tests’
George Orwell wrote doom-laden 1984 and Animal Farm.
The themes were dark, but his prose was as clear as a pane of glass.
He distilled his approach in 6 rules of writing.
They’ve proved as enduring as his novels.
12. ‘Shorter is Better’ is an Online Myth
Sounds like it should be true. Because shortening attention spans.
And sometimes it works – particularly in newsletters and social posts.
However, too many articles fail to cover the ground and disappoint readers.
The ideal length is what’s needed for an ideal answer.
13. Shape Your Stories to Keep Readers Reading
Only 1 in 5 makes it to the end of a post.
Combat this by:
- Using structured formats – listicles, timelines, Q&As.
- Writing subheadings that tell an abbreviated story.
- Revealing key details like data and examples as your story develops.
- Adding images to make key points.
Compelling stories need clear structure.
14. The Digital Content Sweet Spot
If Readers want answers to their questions and love a good story, then answer a question with a story.
Try these 3 approaches:
- A real-world story that illustrates your topic
- A personal story
- A post outline that mimics the classic storytelling structure: character-conflict-resolution
Good storytelling is a Trojan Horse into your readers’ minds.