Building the Perfect Blog Post: Structure and Copywriting | – 019

In this episode we’re going to talk about blog post structure and copywriting. The structure of your blog post is critical for a number of different reasons. The most important is keeping your reader engaged.

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This is part of a series we are doing that started with Episode 15 describing how to become great at every part of online business. That episode talked about taking a big topic, in this case building the perfect blog post, and breaking it down into component parts.

Using the process we discussed in Episode 18, a great headline will get the attention of your reader, but the structure and copywriting inside your post is what will get them to stay.

In this episode you’ll learn:

  • The top 3 resources for learning how to write great blog posts
  • How to structure the content of your blog posts
  • How to write a great opening sentence and first paragraph
  • How to use subheads to pull your reader into your content
  • How to craft your body text to keep readers engaged
  • Where and how to use calls to action
  • How graphics and typography impact readability

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Action plan:

  1. Review the top 3 resources below for copywriting
  2. Download the copywriting checklist
  3. Customize the checklist to suit your needs
  4. Join my free membership academy to get access to all of my free content and resources:

Links and resources mentioned in this episode:

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (Ann Handley)

Advertising Secrets of the Written Word (Joseph Sugarman)

The Ultimate Copy Checklist: 51 Questions to Optimize Every Element of Your Online Copy

Transcript Download

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Hey everybody, Dave Ziembicki here. Welcome to Strong Start.FM. My mission is to help you design, automate and outsource the technology of your online business. In this episode we’re going to talk about blogpost structure and copywriting. This is part of a series we’re doing that started with episode 15 describing how to become great at every part of online business.

That episode talked about taking a big topic, in this case, writing the perfect blog post and breaking it down into component parts. The structure and copywriting of your blog post is critical for a number of different reasons. The most important is you know, keeping the attention of your reader, keeping them engaged with your content and helping them move through to whatever the purpose or benefit of your content is that you’re providing them.

Using the process we discussed in episode 18, a great headline will get the attention of your reader but the structure and copywriting inside of your post is going to be what gets them to stay around and keep reading your content.

With millions of different channels screaming for your reader’s attention, you need to leave no stone unturned in trying to keep their attention and keep them inside of your content. When I used the word structure for your blog post, what I mean is the outline of all the main elements of the post that your readers will see.

Such as the headline, featured image, the first paragraph, headings and sub heads inside, images and so forth. Now, we covered headlines in the previous episode and then we’ll talk about images in a future episode as I generally use, put images in after I’ve written the drafts. For now, what we’re going to focus on is the structure of the copy and the copy itself.

As always, to complement this episode, I’ve created a blog structure and copywriting checklist that you can find over in the show notes at Now, if you listened to the previous episodes, you know that our process for becoming great at any topic in online business is to read three top resources about the topic, distill what we learned and to processes and check list of best practices and then determine how much can be automated or outsourced.

In this case, there’s thousands of books and articles and courses on blogging and copywriting but given how important the topic of writing is across all forms of content, this is one where it does make sense to invest a fair amount of time and money and again, we’re not just talking about writing for blogging.

Although that’s what we’ll cover in this episode when you think about the scripts for your videos, when you think about landing pages for your products, when you think about whatever you’re going to cover in a podcast episode.

Most of the techniques of copywriting and of trying to get and keep your reader’s attention and move them through to some form of call to action, these techniques are valid and relevant across all different forms of content.

For now we’ll start with books and free resources and then once you’ve mastered those, it will make sense to maybe move in to higher end courses or programs to really hone your craft. The first one that I’ll recommend is one that I’m in the middle of reading right now which is a book called Everybody Writes: Your go to guide to creating ridiculously good content by Ann Handley.

This one’s really interesting because the premise and the title there of everybody writes is really an interesting one and she spends a little bit of time in the beginning of the book talking about that in terms of even if you’re not an online business owner like most of us are, even if you’re just working in the corporate world and writing emails.

You’re almost always doing something where you’re trying to either ask a question or educate someone or persuade someone to your way of thinking and again, starting with a written form carries into all the other different forms of content and media that you might work in.

This book is really a good one, it’s a pretty big book and it covers a lot of topic area but it’s fairly easy to read right? As you would expect from a good writer. If you go especially to the table of contents for the book, the titles of the chapters are really interesting in and of themselves and somewhat entertaining so you can see that as a good example of how to break down a relatively complex topic into something that’s both educational and entertaining.

[0:04:16.0] Again, some of the chapter titles are interesting, Writing is a Habit, not an Art, Shed High School Rules, The more the Think, The easier the Ink, Embrace the Ugly First Draft, Swap Places with your Reader, things like that.

It’s really written in I think an entertaining and educational fashion so this is a good one to start out with. Some of the other sources that I’ll talk about here and then I’ll link to in the show notes are you know, heavier tomes, very specific to copywriting and things like that. Those are good too for sure but this one is a good one because it basically covers everything all around that we’re talking about here but is a good foundation for all the things that you need to know.

The next one that I’m going to recommend as well is one that I have not read yet, it is on my kindle and I’ll be getting around to it as soon as I finish the first one here but because it was recommended in almost every source that I did during my research for this episode. I decided to put it in here.

It’s called, Advertising Secrets of the Written Word by Joseph Sugarman. Now, in that research that I did for this episode, there is five to 10 books that always come up on copywriters lists of the best books about copywriting that were ever written.

The interesting thing is, many of those were written 30, 40, 50 years ago or even more. The reason for that is because the basics of human psychology don’t really change over time right? Things ebb and flow and societies go through cycles and so forth but the basics of you know, interest and curiosity and bio behavior and so forth.

They tend to be fairly consistent over time and so a lot of this were figured out in the early days of sort of direct response marketing right? Sending physical letters out to people and sales letters and things like that.

That’s where a lot of the original great copywriters hone their craft in those scenarios. Today, everybody thinks about AB testing as this new sort of fancy thing but that’s been being done in sort of direct response marketing forever.

You know, the sales letters, there will be a control letter which is whatever the best performing one to that point was and then they would test sending different copy and different versions out to different audiences and test the results. It’s the same thing we do today with our blogpost and with our websites and split testing headlines and so forth.

That’s been going on for a long long time right? Most of these great copywriters that have written books about this originated way back in sort of direct mail response or early days of radio and television advertising and so forth.

Now, for me, when I start looking at some of these things, some of my defense mechanisms go off which is, is this too salesy? Is this click bate type of stuff and things like that? Really, what you have to do is pay attention to what’s being said in these sources and then separate that out a little bit from the negative connotations of sales. The fundamental premise of everything that I write and talk about is that, if your content is well meaning which is you’re actually trying to benefit your audience.

Then going into some of this areas of figuring out the audience psychology and trying to get their attention and so forth. You’re doing it from a place of actually trying to help them. If you truly believe in your content and your content is valuable to people then it’s almost your duty to do as much as you can to get that content in front of them.

That’s really to me the difference between sort of “too salesy” versus just utilizing this techniques in a good way. If your content so poor or you’re just trying to ring some money out of people for some piece of crappy content or product then yeah, you might be becoming too salesy.

Again, if your content is good then it’s your duty to get that in front of them and learning these techniques and some of this things that have come from the history of psychology and marketing, it’s going to be well worth your time and certainly well worth your audience’s time because that’s going to be what gets your valuable content in front of them.

I know in this day and age two books is a fair amount of content to go through for any topic but when you think about how important writing is going to be across everything you do in your online business, this is one that you definitely are going to want to get better at.

I’ll go easy on the third resource there which is The Ultimate Copy Checklist. 51 questions to optimize every element of your Online Copy. That’s a post over on Copy Blogger that I’ll link to in the show notes over at Now, that article and checklist there really forms the basis of the checklist that I’m going to provide in this podcast episode, I’m going to add a lot of more details to it and things like that and some examples.

Really, that is an excellent article on thinking about your content and taking a look at every aspect of it from the headline all the way down through to the call to action and having a list of things that you want to be thinking about for each of those parts of your blogpost structure. Those are the three resources that I recommend starting out with.

Again, if you’re able to make it through those two books and then looking at the checklist and then compliment that with all the stuff that we’re going to talk about in this episode, it’s going to make a huge improvement in the post that you write and pretty much any content that you create.

What we’re going to do now for the rest of this episode is we’re going to break down a blog post into a couple of component parts and then talk about some of the best practices inside of each of those.

We’re going to talk about your introductory paragraph, we’ll talk about your sub heads, we’ll get into your body text and then we’ll talk about the graphics and typography and some structural elements of your blog post and then we’ll wrap it up with some best practices and putting it all together.

Let’s start with your introductory paragraph. After your headline, the next most important part of your blogpost is the first paragraph which I’m going to call the first one to three sentences. Readers are generally going to read the first sentence or two and then scroll through the post’s heading structure to decide whether they want to dig in and take the time to really read the post.

That’s something that you really want to stop and think about before we go into too much more detail. The vast majority of your readers, if they even click on your headline, when they show up, maybe they’re going to read the first sentence or two but then they’re absolutely going to scroll and look at what your subheads are and determine whether they think this article is going to be interesting or not.

If they don’t’ think it’s going to be interesting they’re going to bounce right out of the article and research shows that you know, it only takes readers this days about three to five seconds, is all they’re going to allow to figure out whether they want to stay around and make the time and attention commitment to actually read your content.

How do we keep that reader’s attention from the headline into the first sentence? Well one way that’s recommended by the Russ Henneberry over on DigitalMarketer is to use what he calls a very punchy curiosity building sentence to open every post.

The sentence should be short, rarely longer than eight words. That guidance from Russ came in a blog post that where the headline was called Six Head Smackingly Simple ways to write better Blog Post but then check out the first line of that post, here it is.

“So you want to write a better blog post hey?” And it ends with a question mark. A very short opening sentence where the opener is a question. There’s obviously a direct connection from the headline to that first sentence and that’s something that you absolutely need to have.

If your first sentence is perceived different as a different topic than what your headline implies, then you’re going to lose a significant percentage of your audience right there. People don’t like to be duped into reading an article where the headline is one thing and then the content is something else.

You know, that’s really almost the definition of click bate right? Get somebody to click and then pull them off in some rabbit hole of content that they didn’t really originally want to get in to. You don’t want to do that, you want to have some direct link between your headline that the user just clicked on and then you know, your first sentence there that really draws them in.

The reason for making it one sentence and keeping it short is because you really want to start the momentum of getting your reader to continue reading and progressing through your piece of content.

In the idea of that one sentence opening is that you’re easing your audience into trusting you enough to keep reading. By this point, you have a good headline and the first sentence was the next logical step and now you’ve gotten them to move in to the remainder of your opening.

Opening with a question that calls out your audience is usually a good option and even better one in many cases is to create an open loop or a question in your reader’s mind. Another example cited in Russ’s post is one from Jon Morrow who opened one in his blog post with a line, “You know, everyone thinks we’re fools right?” And end it with a question mark.

That one sentence opens up several loops in your mind, why does he think that I know this? Who is everyone? Why would they think that he and I are fools? That’s a great opening sentence, that’s going to open up all kinds of curiosity in your reader’s mind and at that point, how could he not read the next sentence after an opening like that?

If you’re successful by this point, your reader has read your headline, that was interesting enough that they clicked in to your blog post and then they read your first line and are moving on to the second. In marketing speak, these are called micro commitments, these are small steps that your readers are taking with you that build up the “know that I can trust” factor which is later going to let you move them on to bigger things like opting into your email list or purchasing a product of yours.

The whole point of our focus in this episode on structure is to get this commitment momentum going and holding it all the way through to whatever your call to action is for this piece of content. Now, the rest of your introduction should focus on the value proposition of the post to your reader.

Why should the reader continue reading? This should be a one line answer to a question like that, it could take the form of, you need to learn X in order to accomplish Y. Ideally for your introduction, it should be roughly three separate sentences. The opening sentence is to transition from your headline into the article where you start to draw the reader in, the second sentence is where you generally want to open some loops and generate some curiosity.

Then the third sentence is where you really want to nail the value proposition of the content. Again, why should the reader continue reading? If you can accomplish all of that in three relatively easy to read sentences, you’re really going to be off to a strong start with your content.

An example formula for this comes from Brian Dean over at Backlinko. He uses a formula for his introductions that he calls APP, Agree, Promise and Preview. Each of those generally is an individual sentence so for agree, he might start out opposed with a sentence, “I think you would agree that” and then have something about his content right after it. Then he transitions into the promise and so an example of that would be something like “well it turns out that by doing X, you can achieve Y.”

Okay? That’s both generating some curiosity and teeing up the value proposition which is the final part which is the preview of what they’re going to learn in the post. In that, he might use a sentence like “In this post, we will show you how to.”

Here is a quick example of what that formula might look like for the topic that we’re talking about here. Here’s the first sentence for agree and this could be the opening sentence let’s say of a blog post about this topic. “I think you would agree that great copywriting is essential to a great blog post.”

Then we can move into the second sentence which is the promise which could be something like, “Well it turns out that by building a copywriting checklist, you can create great blog post every time you log in to WordPress” and then the final part could be the preview which could be something along the lines of, “In this post, we will show you how to take all the lessons learned from billions of dollars’ worth of marketing research and break them down into simple repeatable processes.”

Just like we did with headlines, you know, when you use some formulas like that, it just makes it so much easier to start writing your content and to write efficiently. If you’re just sitting there staring at a blank screen and thinking about well gee, what three sentences should I write for my introduction and how am I going to do that?

You know, you can quickly really fall into sort of writer’s block or just doing things way more slowly than it could otherwise be the case. Like what we’re going to do with our checklist and our processes in this episode is you know, follow these formulas, put some in there, as you begin systematizing your writing with all the processes and checklist, we’re building in the series of episodes.

What you want to do is monitor your results so that over time you can settle on a few go to formulas, maybe like this APP method or others, to use in most of your content to get more efficient. Instead of sitting there staring at a blank screen and trying to think about, okay, how could I write great copy at this point, follow the formulas and start filling them in and that’s going to get you started and then from there, you can do revisions and change it up however you want.

At least you get some momentum going in your writing. Once you have your introductory paragraph completed, the next thing you want to think about is your sub heads. Now, these days, sub heads are almost as important as headlines, in fact a lot of people recommend treating your sub heads as a miniature headlines sprinkled throughout your articles.

With a short attention spans today and the tsunami of content that your readers are exposed to, the scan-ability of your content is critical. What does that mean? Well one way to think about it is. How would you communicate the value proposition of your entire post if you weren’t allowed to write any body text?

Meaning, the only content you could have is your H1 and H2 headings. If you could communicate what your topic is, trigger curiosity, show some benefit or a value proposition to the reader and the action that you wanted them to take and so on, just with sub heads.

You’d have a great foundation for a perfect blog post. Today, many people really only read the sub heads and then just use those to decide whether they want to read the article in any further depth.

In a great article over on Smart Blogger, in a post called The Ultimate Guide to writing Irresistible Sub Heads. Gary Corisco writes that subheads should trigger one of these four things at least: curiosity, surprise, personality or emotion and if you get that subhead structure right, you then use the body text to explain and support your points to the benefit of the reader. The one thing you want to be careful about with your subheads is that you want them to trigger curiosity for the reader at least part of the time and some sources recommend 25 to 50% of the time.

You want the benefits of what you’re providing in your content to be called out in the subheads. One of the challenges or errors that you can make with subheads is actually providing too much information. So sometimes you have seen these articles where the headings or the subheads pretty much provide the entirety of the content and so at that point why am I going to read anything, right?

So if your subheads provide too much information about your content then those readers who are looking to just scan your articles might say, “Okay I’ve already got the gist of it and now I’m going to move on” and they may not have made it through any of your key points or seeing any of the real benefits of your content or most importantly they may miss whatever your call to action is, whatever you’re trying to get them or move them to do by writing this piece of content.

So again, the purpose of the subheads is to draw them into the body content not to answer all of the questions about the topic that you are writing about.

Now the next section of all of your content is the body text. Now for me, this is actually the hardest part. Writing interesting, engaging and concise paragraphs where one leads famously to the next, it’s something that either comes relatively naturally or requires a lot of hard work and practice and unfortunately I am in the latter category.

In my case I’m also fighting against 20 years of writing in corporate speak. I have been in the consulting world forever and working with Fortune 500 customers and government agencies and so forth and the deliverables, when the content you write needs to pass through all kinds of legal edit and reviews unless they promised something unintended to the customer and gets your company into trouble.

So over a long period of time, my writing has been worn down to be fairly bland and conservative and so forth. So that is something that I am always fighting back against. That is something that to analyze in yourself as well. What is your background and history to this point with writing? What are some of the strengths and weaknesses of the path that you have taken?

So in my past some of the strengths is being very thorough, is making sure all of my end sources and citations are backed up and provided and so forth but at the same time, the readability of it, the entertainment value of it or the attention grabbing nature is very diminished and that is something I need to amp up off of my natural state.

For body text there is really no set formula, it’s more trial and error while leveraging the work of others. Find the types of content style and tone that your audience likes. So one way to do that is checkout what your competitors are doing or what are the people that you admire in your niche, what are they doing? What style is working?

And then try working in that style, see if that is going to be something that comes naturally to you. If it doesn’t then I don’t really recommend overruling your natural style. You have to be comfortable writing or it is just going to take forever. If you are trying to write in a style that is just completely different than what comes naturally to you, that’s going to be a challenge to do that day in day out, week in week out and cranking out consistently good content.

So what you want to do is find that balance point between whatever is most appealing to your audience versus what’s most comfortable with you to write about on a daily basis. The important part again is the flow of content from your headings to the opening sentence of each section.

And then through to the conclusion of each section which should then lead directly into the next subhead topic. For larger sections of text, you want to break it up with images, bullets, different formatting and so on and we’ll cover a little bit more of that later in this episode.

One useful technique to break up a little bit of maybe a longer running section of your content is one of Brian Dean over Backlinks of calls bucket brigades which is a sentence that ends in a colon leading into the next sentence. So this could also be a question but it’s a little bit different than a question in that it ends with a colon and really leads you into the next part of that segment.

So examples could include “you might be wondering:” or “it gets better:” and then a transition into your next paragraph. Just like your first sentence that we talked about at the top of the episode, these magnetically draw your reader into what’s next and into moving into the next section. Just people naturally and psychologically do not like ending with an open loop.

“What am I wondering?” or “How could it get better?” those things just almost automatically draw you into the next section. The bottom line here is just to be sure to break up long blocks of text but in a way that maintains the flow and the context of what you are talking about and in the end, this is one of the really key things that separates poor, mediocre and average writers from the great writers.

It is the moving you through in a seamless way the flow of your content, that’s really the challenge of what we are trying to learn how to do here with the whole structure of our content but especially in the body text and the subheads and moving from point to point in your content and flowing right through down to whatever the conclusion or the call to action is going to be.

Now ideally your entire post is leading the reader to the conclusion that you know what you are talking about and that you’re going to provide them with some specific next action to take. This is your call to action. This could be as simple as “go do these three steps” related to the topic or in many cases the best call to action is to ask the reader a question that’s answered by another piece of content you have.

Especially if it’s a content upgrade or a lead magnet or something that they need to opt in to receive. At this point, the reader has read all the way to the end of your post and is made a number of micro-commitments along the way. You’ve built up at least a minimum level of trust with them so you can move then into the next step which is making them an offer.

More free content in return for their email address. Now this is the point where you really want to over deliver. This is what cements the first phase of the relationship with your reader and I’m obviously assuming this is a new reader here. An example of this is what I do with my podcast episodes in my blog posts. There’s almost always a content upgrade specific to each of my post or episodes.

So rather than a simple, “Hey go download a PDF of this blog post” or “just go download the transcript,” mine usually also has an associated but entirely different piece of unique content. So for this episode it is going to be a detailed checklist of everything that we have talked about.

So the feeling that I hope to leave with my audience is, “Wow, this was a great episode and he made it even better by providing me a free resource to help me implement it” so imagine that is the first experience a new reader or a new listener has with you. That’s exactly what you want to leave them with, provide great free content and then at the end of it for a small transaction.

Which is just really providing an email address, they get even more great free content. Now obviously there can be a lot of other different types of call to action that you may have in your content. That’s really going to be specific to whatever your topic is and whatever you’re trying to help your reader with but generally again to build up on ongoing relationship with that reader, you want to keep them moving through not just this piece of content.

But into other pieces of your content as well and then eventually, if you have products and services that are going to provide value to them then you want to move them into the funnels, the sales funnels and the content funnels for those particular products and services. Now the last thing I want to cover in terms of the structure of your post is the graphics and typography and what the overall look and feel of the content is.

Now these are almost as important as the words. The actual graphical structure of your headings, your sentences, your paragraphs is key to readability. If those are off, that is really not going to even matter what words you’re using. The reader will be gone, they’ll just move off to some other piece of content.

Now especially with the prevalence of mobile, you need to assume your readers are viewing your content on a small screen. Large blocks of text and just where you have to scroll forever and ever until you move to the next section. They are going to be a major turn off for readers. Try to keep your subheads as concise as possible and have a lot of them to break up the text.

For your paragraphs, try to limit them to no more than three to five sentences and realize that it is perfectly fine to have a one sentence paragraph especially on a mobile device. One thing that you want to test is the width of your content. So on a mobile device is all going to get sort of compressed down into one relatively narrow column.

When you’re on desktop though, if you don’t have any side bars or any other stuff surrounding your content, you want to take a look at your blog theme and look at what does a full width post look like because one of the things that makes it difficult as a reader is if they are at a desktop with a large screen then having to move their head from left to right because your line of text is 2000 pixels wide or something like that, that could cause a lot of fatigue to the reader, that is another turn off .

So the thing that makes this difficult is you have to be designing your content for both a small screen device but also making sure that it’s going to look okay if people are reading it on a desktop or on a wide screen monitor.

So to help address that, a great step to add into your process here, is testing what your draft is going to look like on different device types and sizes. Now the tool that I use for that is one that’s called Screen Fly and I will include a link to that over the show notes at and what that basically does is let you pull up any page on your website inside of your browser.

But at the top of this site there’s little icons that you can click where one is mobile devices and one is tablets and one is desktops at different resolutions and what it will do is it will basically render your content inside of each of those different types of screen resolutions. So the cool part about that is without having to have 15 different devices, you can flip through pretty quickly and see what your content is going to look like on an iPhone or on an android or an iPad or a 30 inch desktop monitor at HD resolution.

So that is a really useful tool to really check out what your content looks like. So again, one of the reasons I am a big believer in checklists is because this is the perfect type of thing to put into a checklist for when you are creating your blog post is at the end when you have your draft and you are doing your editing and everything else you can have a step in your checklist to go pop over to Screen Fly, see what it looks like on those different screen resolutions.

So as you can see just like all the other steps we’ve covered in this series, the key is breaking each down further, learning about them and then creating that standard process or checklist to make sure you implement what you learned.

Now as I mentioned at the top of the episode, good writing is essential to any form of content you’re going to create. Some of the advertising heavy sources that I referenced here might seem a little bit too salesy but again, the thing to remember is that there are millions of competitors for your reader’s attention.

The time tested psychology behind attention, curiosity, buyer behavior and so on have not really changed fundamentally. The one fundamental change is just the quantity of sources that are out there and good copywriting is going to be the key to standing out. So this episode was another pretty intense one with a lot of references and checklist items and so on.

So I encourage you to head over to the show notes at for access to the checklist and all the links to the resources mentioned in this episode. Now you can put this episode into action yourself by reading those top three resources on the topic of blog post instruction and copywriting, customizing the processes and checklist that I am providing you and then deciding how much of this to do yourself, automate or outsource.

So let’s talk quickly about automation. So once you have gone through the checklist and have customized those through the particular topic and content flow that makes sense for you, there’s a little bit of automation that you can do here. I usually have pre-configured templates for my blog post.

As an example, if I am going to write a list post, I will have a template for that. If I’m going to write more of a persuasive type of long form post, I’ll have some outlines of that. That really encodes some of what we are talking about there. So I’ll have that introductory paragraph blocked out in a template, I’ll have empty subheadings with reminders to talk about benefits.

To talk about curiosity raising things that there might be for the content and so forth. So there is a little bit of automation to make sure that you’re able to follow the headline formulas and the structure formulas that we’ve talked about here. On the top of outsourcing, this is a difficult one because basically there is a lot of services out there that will write for you.

Now if you have a content based business, that’s generally not something that is going to make a whole lot of sense. If you are a solo entrepreneur, a freelancer or a coach or an expert or something like that, your content is you. So you don’t want to necessarily outsource to some writer that you don’t know anything about, your core content.

Generally I would say the answer to that is no. Now in my case, I have experimented with hiring copywriter and copywriting services and things like that and you can, depending on the niche that you are going after, that might work but really that’s something I would tread with very carefully.

If you start out by having somebody else write your content, are you really building that relationship directly with your customer and your audience or not? So that’s something that we’ll probably cover in some depth in a future episode. In general, if you are just starting out with blogging, I absolutely would not outsource any of the copywriting at all.

You want to get better at doing this yourself and then way down the line, it might make sense to start doing that. So like in my case later this year I am going to be launching a membership site. I’m going to be planning a pretty significant online event. So for that, I probably am going to hire a professional copywriter to help me out with things like the sales page and the landing pages and things like that.

While I am trying to get better at copywriting myself, I am obviously not the world’s greatest copyrighter by any stretch of the imagination. So just like in anything else, it might make sense to outsource to a real expert when it makes sense but am I going to do that for my epic blog post or for the core content that I am creating?

No, I’m the expert in those areas and I want to build that relationship and help my readers and my audience get value from the content. So how could I hire that out if I am positioning myself as the expert in those areas? So that’s probably the balance that I am going to strike there. This will vary depending on what you are trying to accomplish in your business.

There is certainly cases where it is going to make sense to hire writers and staff writers and copywriters and things like that. If you are starting let’s say an online business that’s more related to software or products, then for sure. Developing your software and your products is your core value, writing about them probably isn’t going to be.

And that is something where it might make sense to outsource and hire that copyrighter. So again, really just depends on what your web specific business or topic area is as to how much of outsourcing is going to make sense there but again, the better you are at understanding copyrighting, the better you are going to be able to evaluate the results that you get if you do outsource it.

So even if you do plan to go that route, it does make sense to at least read a couple of resources that I mentioned in this episode and be able to distinguish a good copy from bad. So with that, I want to thank you for joining me today. If you’ve been enjoying the content here on, it would greatly help us out if you could give us a quick positive review over on iTunes.

My goal is to help as many people as possible reach their goals so we need to spread the word. I also like to encourage you to join my free membership academy. In addition to easy access to every download and free resource that I have created in the last two years, you also get an exclusive member content and access to my private Facebook group. To join us, head over to Thanks and we’ll see you next time on