# How to structure the perfect post ## Nicolas Cole Ideas shared by [[Nicolas Cole]] in [[The Art and Business of Online Writing (book)]] Be as concise as you can. If you can say something in 3 sentences instead of 5, do it. And do it in one if you can. Basic Structure for viral content: - Introduction - X main points - Conclusion If they bite with the intro, you still need to keep their attention until the end. Every line has to be worth their time. Keep them hooked. ### Great Introductions Introductions should answer the 3 key questions: - What is this about? - Is this for me? - What are you promising and why should I believe you? The first sentence should be short, clear. Try to make the whole point in ten words or less. Always pay attention to maintain the [[Rate of Revelation]]. #### 1/3/1 Short and impactful. Easy to read. Encouraging. - Strong opening sentence - 3 description sentences - One conclusion sentence Sentences: - The first sentence is the opener - The second clarifies it - The third reinforces the point with credibility or amplified description - The fourth rounds out the argument, guiding to the conclusion, building upon the credibility/info and gives more context - The fifth is a strong conclusion telling readers why you’re telling them what you’re telling them #### 1-5-1 Easy to read. Encouraging. Sentences: - Opener - Clarification of the opener - Reinforce the point with cred/info/description - Build upon and give more context/info - Explain why - Drive the point home - Strong conclusion #### 1/3/2/1 and 1/5/2/1 Interesting variations. With these, you still keep a single sentence for your end conclusion. #### 1/4/1/1 Two punches instead of one for the conclusion. Sentences: - Opener - Clarify opener - Reinforce with credibility and/or description - Round out the argument - Speak to the emotional benefit - Conclusion - Why the conclusion matters so much It’s a question of Rhythm. 1/4/1/1 feels stronger than 1/3/1. #### 1/3/1 + 1/3/1 If you NEED a longer introduction, split it in two parts, each with its own conclusion. It helps to think in chunks, each with a clear goal or purpose in mind. The last sentence of the first part and the first of the second can also be joined in a **bold statement**. #### 1/3/1 + bullet points Fast and efficient to provide a lot of value quickly. Only include highly valuable information in those. #### 1 + Subhead Go straight to the point. Use a single sentence to prompt the piece. It has the highest [[Rate of Revelation]]. ### Writing the main points The sweet spot is 800 - 1.2k words. Pack as much value in there as possible. Think hard about how much space each idea gets. The more main points there are the less explanation you will write for each. If you have fewer points, you can explain more. Approach: Write the skeleton of the piece first, list the main points then expand each. #### 1/12/5/3/1 Good for articles with <= 3 points. Sentences: - Opener - Clarify the opener - Why they should care - Credible piece of insight - Start expanding (story) - Build on the story or insight. Teach/share something - Small conclusion - Why that conclusion matters - Recap what you just told - Reinforce the argument with additional insights - Drive the point home - Remind the reader of the important takeaway This creates actionable content. #### 1/3/1 Good for blog articles covering more points, with fewer explanations Sentences: - Opener - Clarify the opener - Why the reader should care - Mini conclusion - Why the mini conclusion matters to the target reader #### 1/1/1 + Fastest. Use sparingly for section beginnings/endings. Great for highlighting certain ideas, statements or descriptions. It builds momentum. Sentences: 1) Strong statement 2) Build upon it, reinforce or repeat it 3) Build upon it, reinforce or repeat it ### Bolded statements Bold, highlight, emphasize important and valuable information. A reader should be able to skim bolded parts and get >80% of the value of the piece. Structure structure highly impacts the way people read. ### Alternate length Avoid chaining > 3 long paragraphs. Change the rhythm to keep readers engaged. Use short/declarative sentences after longer paragraphs. ### Repetition + Bold 1/2 sentences Help readers pay attention to key information by bolding key parts of certain sentences. This adds emphasis and impacts the article structure. ### Conclusions Conclusions are the [[Descending Action]]. The climax has already happened. Now it’s all about the aftermath, and about reflection, and meaningful takeaways. Rhythm for conclusions: - Cliff - Leave them with a cliffhanger to push them to read another piece - Works well with curated lists - Extended final main part - Embed the conclusion in the last main point - Summary - Great for actionable content and long pieces - Include bullet points. Readers love those - Strong opinion - Drive a new point home - Make a bold statement - Leave some dissonance - Let readers feel like you could have said more, but didn't > [[Everything you write should feel both like a stand-alone piece, and a part of a larger library]] ### Rules of language - Write for the everyday person - Write how you speak - Avoid long sentences - Alternate sentence length - Write confidently and declaratively ### Summary 1. Conciseness is crucial; fewer sentences often strengthen impact. 2. Introductions should quickly answer “What,” “For Whom,” and “Why.” 3. Various structural formulas (1/3/1, 1/5/1, etc.) help maintain rhythm and reveal information at a good pace. 4. Strong openings hook readers; strong conclusions offer reflection and takeaways. 5. Reinforce points with credibility and build towards a meaningful, valuable endpoint. 6. Consider the “rate of revelation” — how quickly and evenly you deliver insights. 7. Use bullet points and bolded statements to allow for quick skimming. 8. Keep paragraphs short and vary sentence length to maintain reader interest. 9. Tailor content length (800-1.2k words) for optimal value density. 10. Break your writing into clear chunks, each serving a distinct purpose. 11. Offer emotional benefits or credible insights to sustain interest. 12. Include summaries or bullet points at the end for actionable takeaways. 13. Different structural patterns can serve different lengths and complexities of content. 14. Embedding the conclusion within the final main point can create a seamless reading experience. 15. Adjust structure based on the number of main points (fewer points = deeper exploration). 16. Rhythm and variety in presentation prevent reader fatigue. 17. Readers should derive 80% of value by skimming highlighted segments. 18. Introduce footnotes or special formatting sparingly for momentum and emphasis. 19. “Descending Action” in conclusions sets the tone for reflection and afterthought. 20. Confidence and declarative writing instill trust and keep readers engaged.