Where to start (when you don't know where to start)

Why the inverted pyramid? Because the vast majority of readers won’t go beyond the first paragraph. In fact, around 60 per cent of people only read the headline.

Think things are better online? Hardly. Just over half of visitors spend less than 15 seconds scanning your post.

That’s why if you’ve got something to say, it’s important to say it fast.

Sometimes the starting point is obvious. Other times, not so much. If you’re stuck, try starting with the most interesting fact, a colourful quote, or a probing question.

Or, you could try my favourite trick and ask yourself the following:

If I only had one sentence to tell this story, what would it be?

Once I’ve got my answer, I’m usually good to go!

Looks like our 15 seconds are up. Happy writing!

Do you have a question about writing great copy? Ask in the comments below and I’ll do my best to answer in a future post! 

Nicole Laidler is a content creator, copywriter, and freelance reporter serving clients in London, Toronto and throughout Southwestern Ontario. She helps people grow their success, one word at a time.