I know certain blog writers who blog like Shakespeare.
They lead their reader on an adventure that educates and entertains. These blog posts are simple to read and impossible to walk away from. Within minutes of posting, these masterpieces are quickly shared and pull in hundreds of comments.
On the other hand, I have watched bloggers struggle with even the simplest post.
Even though their content is good, they can’t capture the imagination of their readers. While reading these posts, I feel disconnected from their content. These posts aren’t shared and only garner superficial comments.
So, what’s the secret between the brilliant and the boring post?
How can you consistently write unforgettable blog posts that get shared?
To get our answer we’ll need to look outside the world of “blogging” and investigate “learning styles”
Every Reader Requires Special Treatment
Most blog writers make the mistake of thinking that readers understand information in the same way.
In fact, your readers learn in vastly different ways.
Dr. Bernice McCarthy, a pioneering educator, drew on the research of leading psychologists such as Jung, Paiget, Vygotsky, Dewey, Lewin and Kolb to create a new "universal" teaching method called 4Mat.
Essentially, the 4Mat method groups every person into one of 4 learning types. These learning types are the key to creating instant rapport and clarity with the person.
Using this method, it’s an easy jump to creating content that appeals to each learning type - the secret to writing consistently brilliant posts.
Let’s take a quick glimpse at each one:
#1: Why Learners:
These readers learn best when they understand why. They want to understand the benefit of the content. They want the positives and negatives explained in detail. Once they understand the “why” then they are ready and willing to read more.
#2: What Learners:
These readers want to understand the intellectual underpinnings of your content. They are impressed with studies, frameworks, and scientific proof. “What” learners are deeply suspicious of emotional arguments and will move on unless they see your logic.
#3: How Learners:
These are your hands-on readers. They connect with step-by-step and process. They love list posts and fall hopelessly in love with every “how to” headline. Your How Learners won't understand your post until you show them the “recipe” for replicating your results.
#4: What If Learners
What If readers learn by doing. They intuitively understand the why, what, and how and race to see the results for themselves. These people scour your posts for exercises, case studies, and worksheets. As soon as they understand the concept they are trying to find ways to put it into action.
How to Create Perfect Content Every Time
Brilliant posts cater to the needs of each learning style. The reader connects with the content because it spoon feeds information in their preferred format.
Beware: Most writers create posts using their own learning style. This is a sure-fire way to alienate 75% of your audience. Take the time to understand your preferred reading style. Once you understand your own writing tendencies it will be easier to shift your content to match your reader's approach.
I suggest using this process for constructing your next post:
Create 4 Sections in your post titled Why, What, How, and What If. You'll delete these reminders after your finished.
Step #2: Why:
Explain why your post is important. Focus on the emotional benefits of learning or reading your subject. The goal is to persuade your reader that it’s worth investing the time to read your post
Step #3: What
Outline the evidence supporting your subject. Pile on the charts, reports, and studies. Create a succinct, and logical argument that backs up your conclusions.
Step #4: How
Break down your subject into bite-sized chunks. Lead your reader down a well-defined step-by-step path that replicates your results. It’s helpful to think of your blog post as a cooking recipe. Outline the ingredients and then show how to combine them for the final dish.
Step #5: What If
Give the reader something to do. Ask them to think through your post and leave a comment on how they can put your post into action.
Try It For Yourself
Go back and re-read this post. Tell me if you can see the Why, What, How, and What If structure. How can you apply learning styles to your next post?