Do You Know How To Write Content With Substance?

When does content lack substance?



[tweet_box design=”default”]Substance is not about writing longer articles or sharing more ideas. Substance is about the depth of your arguments. It’s about the insight you offer your readers. Substance is about adding value, exceeding your readers’ expectations, going beyond the echo chamber of online content[/tweet_box].






Substance is the foundation of great business writing


In today’s post you will find Henneke’s 8 tips that will help you to make your content more substantial and more fascinating to your readers






1. Arouse curiosity

  • Explaining how something should be done is not enough to hook your readers and keep them reading on.
  • First you need to explain why people should care about your instructions.
  • What will they win from following your advice?
  • Promise readers a solution to their problem, and they’ll be curious to learn more.
  • Reveal your secret strategy.
  • Share your tips, tricks, and techniques to make their life easier, better, or happier.


2. Add numbers

  • It’s a mistake to ignore numbers.
  • They add substance to an argument.
  • They show you know your field.
  • They instantly make your content more factual.
  • They boost credibility and appeal to rational thinkers.
  • Good journalists often use stories to hook readers, and then include stats to back up their argument.


3. Borrow authority

  • Can’t find any statistics to back up your argument?
  • Try using a quote from a well-known expert instead.
  • A quote demonstrates you know your field, and others agree with your views.
  • Keep an eye on expert content and create a file of valuable and fascinating quotes.


4. Tell personal stories

  • In this world of content overload, it’s the personal stories that connect and engage—they humanize your content.
  • They help you bond with your readers.
  • Don’t share a personal story for the sake of being personal.
  • Use a personal experience to add value for your readers.


5. Clarify with examples

  • Examples instantly add substance to your content because you translate theory to practice.
  • Examples breathe life into your content by making abstract concepts concrete.
  • Readers can visualize your ideas.
  • Don’t wait with collecting examples until you have to write your post.
  • Start collecting examples of topics you find interesting because it’ll speed up your article writing later.


6. Surprise yourself

  • Challenge yourself.
  • Find a new angle.
  • Dig deeper.
  • Experiment with a new tool.
  • Content becomes more fascinating when writers are excited about sharing their own new insights.
  • Don’t write purely for your readers.
  • Write to deepen your own understanding, too.


7. Share common mistakes

  • Who’s not afraid to make mistakes?
  • Mentioning mistakes and explaining how to avoid them boosts readers’ confidence to implement your tips.


8. Inspire action

  • Do your readers really know what to do next?
  • Can you nudge your readers to take the next step?



In writing, substance and style are like yin and yang, interacting and strengthening each other.  Your writing style charms readers with beautiful words and the rhythm of your sentences. But without substance, the most beautiful words remain empty advice.


Substance is the real insight you offer. Substance helps improve your readers’ lives.



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To Your Success,
Joan Harrington



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