Stick Figure ReadingAuthor and creative writing instructor Robert McKee said “Storytelling is the most powerful way to put ideas into the world today.” and “Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact.”

How interesting …stories as “the currency of human contact.” So, it follows that finding ways to infuse your content with the elements of good stories whenever possible makes good sense. If the content doesn’t naturally lend itself to being presented in story form you could encourage the users of your content to tell their own story about it or repeat a great story about it.

One thing is sure today in the age of short attention spans and quick to click fingers. If your content is not interesting the reader is gone in an instant.

Hook ’em then tell ’em

Writers are taught that the hook is the opening, the first sentence that must grab the reader and reel him or her in like a fish on a hook. Hooks in literature, movies, and plays often are based on a life changing event. Rarely does business writing have such an event to fall back on.

However, we can look ways to incorporate emotional drivers in our hook that can prompt viewers to pay attention and take action. Emotional drivers to consider include the following list.

  • Fear
  • Greed
  • Anger
  • Guilt
  • Exclusivity
  • Salvation
  • Vanity

So, before you publish your next article or post, consider asking if you have used any of the emotional drivers in the headline, lead sentence or body of the post.