. Using numbers, bullet points and subheadings

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1. Know who you wish to reach and communicate with.
This means you need to decide before hand who you want reading your piece and design it accordingly. Know your audience and what they want before hand, also where these readers go to get their information. This is where you need to place your scoop, so that the greatest amount of hungry targeted eyes will see it.

2. Headline and the teaser copy.
As the headline and the teaser copy is what your reader is going to read first, special attention should be focused on this important area. This is where you have just 2 to 3 seconds to arrest your readers attention with something that they are looking for. This is normally a benefit so place this up front in your title. Look at other successful headlines to see and learn how to craft your own. This is skill that is learnt and perfected with practice.

3. Writing Style.
Most often the best writing style to chose would be to the most simple and direct. Use your words in a way that is easily understood. A simple style benefits and appeals to the broadest cross section of people,therefor the largest possible number. Most of today’s Internet users are wanting information in a hurry and in a way that it is easily digested. Supply what is wanted and in a way that is most appreciated.

4. The structure should be constructed in an inviting and open format.
This means using short, to the point, focused sentences. Each paragraph should normally contain around 5 to 6 sentences with lots of white space between. These should be delivered in a crisp, concise and coherent way. Using numbers, bullet points and subheadings helps surfers to skim your thought piece to see if it has relevant content. A successful piece should promote interest and enough desire for them to invest the time to read it properly.

5. What is your desired purpose in targeting this audience?
What is your aim and intention? To share ideas, thoughts, opinions, promote a product or service? By knowing this before hand helps you to organise and source relevant material most suited to this task. If it is to promote a website, then you should give enough information and benefits in your pieces body to want
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