Crafting How-To Content For Online Audiences

How to make content people don’t just consume—create content people save. Here are the keys to making saveworthy posts. 👇 Most people scroll past 95% of content. But they save the 5% that makes a real impact. Here’s how to create that 5%. Tactical Advice > Inspiration Motivation is nice. But practical, actionable tips? That’s what people save. → Break complex ideas into simple, easy-to-follow steps. Provide a framework or checklist that your audience can implement immediately. 💡 Example: Instead of saying, “Consistency is key to growth,” share: “Here’s a 3-step process to post consistently without burnout.” → Data-Backed Insights Generic advice gets scrolled past. But people stop when they see evidence. Use statistics, case studies, or personal examples to back up your claims. Show proof that your method works. 💡 Example: “90% of LinkedIn posts don’t generate engagement. Here’s the data-backed strategy I used to go from 0 to 500 comments per post in 60 days.” → Unique Perspectives Hot takes are a dime a dozen. But a fresh, contrarian view? That’s gold. Challenge conventional wisdom with a new perspective. Show why your approach is different. 💡 Example: I nstead of “work harder,” try: “Stop working harder. Here’s why rest might be your biggest productivity hack.” → High-Value Resources People save resources they can revisit. Offer free tools, templates, or guides that solve a specific problem. Create a downloadable checklist, guide, or infographic. 💡 Example: “Struggling to write engaging hooks? Here are 5 high-converting LinkedIn hooks you can use today (link to download).” → Simplified Complex Ideas Distilling complex ideas into simple language is a superpower. Take a difficult concept and break it down into 3 digestible steps. Simplify industry jargon into everyday language. 💡 Example: “Here’s how AI works in content creation, explained in under 30 seconds.” Takeaway: Saveworthy content = actionable, easy-to-follow, unique, and valuable. Make your posts something people don’t just scroll past—make them something people save and come back to. What’s the last post you saved? 👇 Let’s build a resource thread!

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

This writing framework took me from 0 to 5k newsletter subscribers in 4 months. It will also help you become a better writer. The format for each one of my posts is roughly the same: 1. Jump into the action. Only do intros sometimes. Lead with a "movie trailer" 2. Tell the reader the "Main takeaways." This helps the reader know whether it's worth their time. The one thing I try to avoid at all costs is the reader getting to the end and thinking, "Why did I just read this" 3. Deliver on the main takeaways. Break into 2-3 sections that make sense. I include personal stories to explain how each point has worked for me. The personal stories help build a connection, make the newsletter unique, and build credibility. 4. End with a bulleted TL-DR. Tie together the personal stories with clear, concise, actionable takeaways. -- More generally, you could use this same approach for an "informative-entertaining" presentation or piece of writing. I created this template from reading the book Smart Brevity and what I learned from the Small Bets community.