1 – Your title: your biggest ally

If you intrigue your readers with your title, they will want to know more.

Without resorting to sensationalism, ask an insightful question, be original, raise a smile. Or entertain, surprise, inform differently, fascinate. The important thing is to provoke a reaction on the part of the reader. If you neglect to appeal to emotions, you will make way for indifference, which will ruin your recipients’ interest.

2 – Appeal directly to your readers or forge closer ties

Who are you writing to? To common people? To married men? To single women? To couples? To certain types of organizations? No matter your aim, it is imperative that your reader feels concerned about your content.

Having a well-rounded, artfully written text isn’t enough; the narrative framework must be woven in such a way that your reader will feel concerned. Besides the requirement to have determined the characteristics of your audience (age, gender, preferences, needs…), the secret ingredient consists in favouring pronouns like “you” or “we”! Using pronouns like “he/she” and articles like “the” company or society renders your content impersonal. For your reader to feel concerned, nothing is more direct and effective than the use of the “you” pronoun. Your reader will have the feeling you are speaking directly to him/her. Such an impact is immediate!

If you wish to create a bond with your reader, “us” is totally appropriate! Do not forget that each organization is comprised of human beings. And that they enjoy human ties. Hence, keep your readers close by speaking to them and answering their true needs.

3 – To create a reaction, your tools are figures of speech

A word play, a sound effect and an emotional reaction have as much value if not more than an explicit, visual drawing. Indeed, is imagination worth less than something visual? Einstein himself stated that “imagination is more important than knowledge. ” To improve your creativity, revisit figures of speech based on meaning, sound, amplification, attenuation, animation, etc. Thanks to these stylistic features, you can give your pen enhanced power that will seduce your readers and keep them hooked.

4 – Be straightforward!

Your hurried, overworked readers will be most grateful if you are straightforward. Remove everything that is superfluous and deliver your message in a concise, lively manner!