People read major publications for three reasons: opinions, news, or to learn how to do something. That’s it. The fact that my top 10 highest-perform… - Nicolas Cole

For articles that have three or less Main Points, you are going to want to use a structure that doesn’t cut your explanations too short. The 1/2/5/3/1 structure is a good framework to use when thinking about how to make a solid argument for whatever it is you’re writing about, without getting “lost in the sauce” and rambling on and on. Here’s how it works: This first sentence is your opener. This second sentence clarifies your opener. And this third sentence is why the reader should care. This fourth sentence starts to expand on the point. This fifth sentence is a story, or some sort of credible piece of insight. This sixth sentence builds on that story or insight and tells the reader something they maybe didn’t know. This seventh sentence is a small conclusion. And this eighth sentence is why that conclusion matters. This ninth sentence recaps what you just told the reader. This tenth sentence reinforces the argument you’re making with an additional tidbit or insight. And this eleventh sentence drives the point home. This twelfth sentence reminds the reader of the important takeaway.

The average column on a major publication receives less than 1,000 views. The articles that “go viral” only fall into three categories: They are about an insanely successful company (Apple). They provide an unexpected perspective on a controversial and trending topic. They focus on personal development/life advice.

1/3/2/1 & 1/5/2/1 The basic structures of online writing are 1/3/1 and 1/5/1. Once you learn these, you can then start to play with rhythm a bit more and elongate your introductions. I cannot stress enough how much you do not want to elongate your writing by cramming sentence after sentence into one paragraph. Online writing benefits from clearly separated thoughts and statements, which is why I recommend using variations of the 1/3/1 and 1/5/1 structure if you need the extra space. Remember: you want to optimize for speed and Rate of Revelation. Anything that isn’t absolutely necessary, delete it. Here’s how it works: This first sentence is your opener. This second sentence clarifies your opener. This third sentence reinforces the point you’re making with some sort of credibility or amplified description. And this fourth sentence rounds out your argument, guiding the reader toward your conclusion. This fifth sentence is your strong conclusion. And this sixth sentence is expanding on why you’re making such a strong conclusion. This seventh sentence is what you’re going to talk about next.