Opening paragraph. Don't bury the lede — start with the point, the story, or the tension. The reader decides in the first two sentences whether to continue.
First Section Heading
Body copy. Write the way you'd explain it to a peer over coffee, not the way you'd write a white paper. First person. Specific. The details are what make it credible.
Blockquote or pull quote if there's a line worth isolating.
More body copy. Keep paragraphs short — two to four sentences. White space is not wasted space.
Second Section Heading
If you're making a list, make sure each item earns its place:
- Item one — what it is and why it matters
- Item two — same
- Item three — if you have a fourth item, consider whether the post needs restructuring
Closing
End with something that lands — a call to action, an open question, or the takeaway restated in a way that makes it stick. Avoid "in conclusion."
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