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You know that writers need to read to improve their writing skills. All the experts say so.
And they’re right. But reading doesn’t just mean curling up with a great book or surfing your favourite blogs on your coffee breaks. It means finding out exactly what other writers do. It means discovering what works – and what falls flat.
You can’t just point and say I liked this post but not this one. If you want to improve your skills as a writer, you need to be able to figure out why you liked this or that – and what made it work.
So let me show you how to be a better writer, starting with structure.
Getting a Grip on Structure
Some blog posts, sales pages and ebooks just work. You get absorbed in them. You never get lost or have to read a paragraph twice. Once you’ve finished, you feel like you’ve learned something (yes, even with a sales page).
How do the writers do it? Great structure.
You can take a piece of writing – however long or short – and figure out the underlying structure. I’ll take you step-by-step through a couple of examples: one blog post and one ebook.
First Example: How to Turn Your Blog Traffic into Money (blog post)
Take a look at How to Turn Your Blog Traffic into Money by Darren Rowse.
The purpose of the post is to recommend Premise, but the structure isn’t that of a typical review or recommendation. This is how it breaks down:
- First section, called “The cornerstone of my new approach”, where Darren explains a landing page and why it’s important
- Second section, called “Specifically designed landing pages work better”. Having introduced the idea of a landing page, Darren goes through a brief story about what he did wrong in the past and what he’s doing right now
- Third section, which is the first place where Darren mentions Premise. He explains what it does, talking about benefits (“It takes the ‘too hard’ part of landing pages and completely eliminates it”) and features.
- Call to action: The affiliate link to Premise in the final paragraph.
Normally, reviews and recommendations follow a predictable format. They’ll mention the product name in the title of the post (which helps for SEO) and in the introduction. An affiliate link appears near the top. The post focuses on the product and what it does.
Darren takes a very different route here. That’s partly because he’s pretty much the antithesis of a hard-sales guy – but also because there are tactical reasons to structure the post like this.
Let’s take a closer look:
#1: The post is framed to draw us in. If you don’t know what a landing page is or why it’s important, then a title like “Create Easy, Effective Landing Pages With Premise” simply won’t work. But “How to Turn Your Blog Traffic into Money” makes the benefits completely clear.
#2: We learn what a landing page is. The first section is useful, informative, and has a persuasive function. It doesn’t just give a dictionary definition of a landing page – it also spells out a number of great uses for landing pages, making us think, “Hmm, maybe I should do that…”
#3: The mention of Premise comes when we’re ready. Once we really understand why landing pages are so important, we’re presented with a solution: a piece of software that takes care of all the hard work.
This is also the first point at which an image comes into the post, automatically drawing our eye and marking this section as important.
Using Darren’s Structure
If you liked this structure, you could:
- Create a review that starts off by explaining why the reader needs your solution – before you even name or present the product/service.
- Write your review so that it’s useful by giving valuable information – as Darren does in the first couple of sections.
- Make sure there’s a clear call to action in the very last paragraph of your review.
What if this structure didn’t work for you? That’s okay too. Figure out why you didn’t like it:
- Perhaps you felt a bit cheated by the title: You were expecting a big, comprehensive post about making money through blogging, and this turned out to be about landing pages.
- You might have felt tricked into a sales pitch, since the mention of Premise doesn’t come until the end.
It’s fine to dislike a post, but don’t use that as a reason to stop reading. Use it as a chance to figure out why some things don’t work for you and why they might not work for your audience.
Second Example: 5 Big Mistakes Creative People Make With Money (ebook)
I’ve chosen 5 Big Mistakes Creative People Make With Money by Mark McGuinness as the second example.
It’s available for free download (you don’t even need to put in your email address), and it has an unusual and innovative structure. This is how it breaks down:
- Cover page
- Copyright note and information about sharing the ebook
- A one-page introduction that sets us up for what’s to come – “[a] story about two creative people and their relationship with money (and other things)”
- A short story told mainly in dialogue format through two main characters – Oscar and Jay. This is split into six scenes in chronological order, each headed with a different year and location and takes up 24 pages.
- A section that explains the story and lists five money mistakes (the ones referred to in the title), using Oscar and Jay’s story to show how these mistakes affected Oscar. Each mistake is covered in one page, making this section 7 pages in total.
- A one-page introduction to a free seminar as the conclusion to the ebook.
This isn’t what you’d normally expect from a non-fiction ebook. When I opened it up, I wasn’t expecting such a long story (nor one told mainly in dialogue). I had to read more slowly than I normally would, and I found myself caring about the characters … and starting to think about some of the mistakes that I’ve made in my own creative business.
Why does this ebook structure work?
#1: It’s creative – which is especially important, as the ebook is squarely aimed at creative people. But stories work on all of us. That’s why bloggers often open a post with an anecdote – sometimes starting in the middle of a story to heighten the pull.
#2: We’re told what to expect. The introduction sets up the story. In fact, before you even get that far, the cover hints at the story with a drawing of two creative-looking types, a man and a woman.
#3: The structure is deliberately crafted. In the short story section, every new scene is titled with the location and year. The scene begins with a paragraph or two of description before moving into dialogue. (Sometimes the dialogue is face-to-face, sometimes on the phone, sometimes text chat – but the underlying structure remains constant.)
In the short section on the 5 money mistakes, each mistake takes up a page. That might seem like a purely cosmetic point, but it’s part of the structure. If one mistake took up three pages and another took up half a page, the ebook would feel poorly balanced.
Using Mark’s Structure
If you liked this structure, you could:
- Write an ebook in two distinct parts, breaking each part into short, easy-to-read sections
- Use a case study or a fictional story to illustrate your topic before going on to explain in more detail
- Make all your points in a list the same length: one page of your ebook, for instance, or two paragraphs of your blog post.
Now, maybe you didn’t like the way Mark wrote this ebook. I’d encourage you to read it anyway so that you can figure out what exactly wasn’t right for you. For instance:
- Was the story too long? Perhaps 4 pages would have been fine, but 24 pages seemed like too much.
- Did the structure of the story make it confusing? (At first, I didn’t know who Jay was, because she wasn’t named in the first scene. In fact, I initially thought that Jay was a man.)
Again, there’s nothing wrong with disliking a piece of writing, but you need to figure out why you feel that way.
Your Turn: Pick Apart a Piece of Writing
So you’ve seen how I do it. Now it’s your turn to find a blog post, ebook or other piece of web copy and pick its structure apart. Start by looking at:
- Introductions and conclusions – how do these help frame the piece?
- Chapter lists (in an ebook) or subheadings (in a blog post) – do these follow a logical progress? How do they fit together?
- The structure of each chapter or subsection – is there any consistent pattern? For instance, does each chapter have an example halfway through and end with an exercise?
If you learn something new or come up with a great idea for a post or ebook of your own, let us know in the comments. Tell us about your structure experience, or why you like or don’t like a particular writer’s usual structure use.