Let’s talk about your writing process. When you create content, how do you begin? Do you consciously decide what flow to follow? Do you just let your thoughts freely turn into words?
However you write, you must always consider your audience. The approach you take must be specifically catered to address their needs, pain points and limited attention spans. However, this is not an easy feat. Learning how to write to keep them hooked is a hard skill to learn.
In this blog, I’ll share with you a writing approach that I’ve developed during my 15+ years of copywriting. It’s that every piece of content follows a consistent flow: an upside-down triangle, and here’s how you can use it to write well.
What does the content triangle involve?
Picture an upside-down triangle.
That is how we look at every piece of content at Melotti Media. It’s like a big vacuum funnel that starts with a big, bold catchy headline that piques the interest of your readers from the start. Then, as you go further down the triangle, the content gets sharper and sharper, giving your customers the value that they came for, in a seamless order.
This approach allows your audience to slowly progress through your message without getting instantly overwhelmed or missing a step. You start by catching their attention and then contextualising the topic. After this, you smoothly introduce the value you offer and invite people in to engage with your brand.
Content flow is everything. If you go too fast or too slow, off-topic or too narrow, people lose interest. It’s about taking a natural path from a big start to a sharp ending, every time.
This type of copywriting approach applies to all sorts of content, regardless of the length or type. Whether it’s a social media caption, a blog, a podcast script or a full-length eBook, writing by following the upside-down triangle approach works as it fits in with the natural way people process information: from big ideas to little, sharper ones.
Here’s a breakdown of the Melotti Media content triangle approach.
Why the upside-down triangle approach to copywriting?
People enjoy a certain pace when reading.
At each “checkpoint” within your content, they need to have a goal and had it met before they read on. This is copywriting flow, and if you don’t get it right, then people won’t keep reading.
When you think about the flow of each piece of content and deliberately structure your content to smoothly take your audience from the relatable introduction to your desired end goal, you can earn their attention AND make them appreciate your message.
Do you want them to sign up? Do you want them to buy your product? When you focus on this target and make sure that every part of your content trickles down to this final objective, your audience will keep reading.
Content is not just about choosing descriptive and beautiful words; it’s about sharing your story in the most effective way possible. By piquing your audiences’ interest from the very start, you can seize their attention and hold it as you meaningfully articulate your point and drive them towards the perfect call to action.
The Melotti Media content triangle gives you a visual representation of how to structure your content flow so it keeps people engaged naturally.
5 components of this content triangle
As I said earlier, this approach applies to any type of content.
I have observed over the years that an effective flow will help you earn, hold and maintain your readers’ attention.
When you’re not careful, poor flow can cost you your readers.
Of course, every topic and context is different and we can always add our own creative touches. But, the content triangle still holds.
I have come up with a flow that will help craft marketing messages that hit the mark. Here are the 5 components of this content triangle:
1. Start with a big introduction (the base at the top)
The key is to start big.
A catchy, relatable title at the beginning of your piece will help draw people in with a promise. Just make sure that your content will deliver on the promise of your headline hook and it’s never just clickbait.
After this, you can start your actual piece with a question that will make your audience think and keep reading, or you can provide a fact that your reader can relate to, then contrast it with a negative statement.
For example, you can say, “Buying your own home is the Great Australian dream” – this is a fact. Then, you can continue by saying, “however this is not easy to achieve and if you don’t know how, it can turn your dream into a nightmare.”
This contrast will show your audience that they don’t know everything, but this piece of content has the answers they need. They just need to read on!
The big introduction draws people in with a hook, creates relatability with a fact they know and then contrasts it with something they don’t know.
This sets the scene that they’re going
to get value from reading on.
2. Contextualise your topic.
Once you’ve earned your audience’s attention, you can solidify their interest with on-topic information that contains juicy keywords for Search Engine Optimisation (SEO) purposes.
Often, people type in “What is this and that?” or “how to know something”. So you can make use of this part to rank well on relevant Google search results, such as “What is the Great Australian Dream?” or “Why do people buy property?”.
This part should be your bridge from the hook so you can cover the basics and earn some strong SEO points.
To contextualise your topic, add the basics in like
an initial definition that also covers your
SEO keywords, like “First, let’s start with
what actually is…?”
3. Highlight the why.
Now, clarify the purpose of your content.
It’s ALWAYS very important to highlight the “why” in your copy as this offers contextually relevant information that specifically targets your ideal audience.
In other words, this is the part where you let your readers know what’s in it for them. At this point in the triangle, the message should be sharper and more tailored to the people you’re trying to target.
It’s also important to remember that people want to know the “why” before the “how”. This will help them see the value you offer and encourage them to read on to find out how the topic can benefit them. For instance, “Here’s why you need to find the right home to achieve the Great Australian Dream.”
Talking about the “why” involves explaining
what’s in it for them.
4. Now, explain the how which empowers them.
This is the part where you put the purpose into action – people love this section of your message as it gives the topic real application.
In this part, you have narrowed down your readers to the ones who realised that your offering is actually for them. Since we’re almost at the bottom of the triangle, this is the best time to give them tips and tricks that point them toward fulfilling their need.
For example, “5 ways to select the right property for your own Great Australian Dream.”
Or, you can tell them about how you provide them with relevant benefits. Do you offer convenience? Peace of mind? Let them know how you can address their pain points so you can drive them towards the end goal.
The “how” section gives your topic practical applications and offers the reader instructions. They love this part as it’s useful. That’s why they’ll take the time to get to this section.
5. Finally, write a powerful call to action.
This is your final stop.
Make sure you end your content piece with a specific, compelling call to action that will give you and them the desired outcome.
Use striking verbs that will encourage people to make the move towards conversion. You can also provide one-click links and contact details that will make the process more convenient for your readers. For instance, “speak to one of our Property Specialists for a complimentary consult and find your ideal home.”
If you need help with writing an effective call to action, you can have a read of this blog: 5 Ways To Improve Your Call To Action.
The tip of the triangle is your Call To Action. Always give your reader a next step – never leave them at a dead-end.
Some extra content writing tips
Here are some more tips that can help you answer the question: how to write great copy.
- Use skimmable sub-headlines.
Placing sub-headlines in bigger fonts will help your audience scan your article easily. When they see these place markers, they can skip directly to the part of your copy that directly appeals to them – that’s still a win!This way, you are making it more convenient for your readers to get to the bottom of the upside-down triangle.
- Make sure that every part of the triangle is connected to the overall theme.
Of course, it’s important to smoothly integrate all of the abovementioned components of the triangle. By making sure you use the right transition words and clarify the relevance of each part, you’ll help your readers process through your message easily. - Write like you’re telling a story.
Stories are generally more appealing to readers than randomly-written informative pieces. So, if you want to connect with your audience and maintain their attention from the top to the bottom of your upside-down triangle, you can make use of storytelling content. That’s because you’re appealing to their emotions and taking them on a journey.
Make the most out of your copywriting with a strong content flow!
Composing the right flow is one of the copywriting fundamentals.
That’s why it’s such a top priority when writing copy. If you want your copywriting to generate leads, you want to write in a way that will reach as many people as possible and eventually connect you with the ideal customers of your brand.
From the big title down to the powerful call to action, the triangle is designed to let you connect with your audience through a logical flow. The thing is, nothing loses your audience more than when you don’t get to the point. So, it’s a must to make sure that the idea is well-established from the beginning and you don’t miss a step or go too fast.
The idea of following this content flow is to make sure that you are taking your customers on a rewarding journey.
How can Melotti Media help you?
To connect with your audience and turn people from strangers into advocates, you need a powerful message, quality copywriting and consistent content.
However, I understand that you’re probably feeling a little time-poor, spread thin, and it’s possible that you still have a lot of unanswered questions. Or, you may just hate writing!
All of these are ok, as my team and I can help you by doing all the copywriting for you.
At Melotti Media, we make use of this tried and tested copywriting approach to help you with your content marketing needs while you focus on what matters most to you – growing your business.
Our Message Marketing services can sharpen your words to achieve your goals today.
For more information or to speak to a trusted copywriter, contact us now at enquire@melottimedia.com.au
We can sharpen your words to achieve your goals today!
