How to Write Engaging Content...

Photo by Polina Tankilevitch

... and why saving the best 'til last works

Did you ever save the best ’til last as a child? I still do! That golden, fluffy roast potato on a Sunday plate... That one favourite chocolate in the box…

The same principle works beautifully in writing. If you save your most compelling benefit for the end, it leaves a lasting impression. But (and this is important) … you also need to give your readers a reason to keep reading.

That's because a strong hint early on keeps them hooked.

Much like a chef knows when to add that final squeeze of lemon or a sprinkle of salt to elevate a dish, you need to know where to emphasise certain points.

How to write engaging content

So, here’s my recipe for writing engaging, scrumptious content that captivates your readers.

Step 1: Lead with empathy

Open with your customers’ challenges. Show you understand their frustrations, obstacles, or daily struggles. This is your ‘hook’ – the moment they think this is written for me.

Step 2: Tease the main benefit

Introduce the biggest benefit with just a hint of how it solves their issues. Resist going into detail and giving it all away yet. Think of it as a trailer for a new TV series – just enough to tempt.

Pro tip: Work the benefit into your headline too. Not only does it attract readers, but it also gives you an SEO boost.

Step 3: Build the story with more benefits

Now, weave in other advantages. Use real-life customer stories or relatable examples for your readers to picture themselves in the narrative. This is where they start to imagine life with your product or service.

Step 4: Deliver the ‘best bit’ near the end

In your penultimate paragraph, bring it home. Spell out that most powerful benefit in full. Paint the before-and-after picture to reinforce the transformation you’re offering. Or ask a question that makes them wonder how they’ve ever managed without you.

Step 5: End with a punchy CTA

Deliver your irresistible call-to-action. That could be a free trial, a special offer, or simply an invitation to connect. The key? Make it compelling. This is your POW moment!

Why save the best ‘til last?

• To create impact

• To answer their “Why?”

• To create a decisive moment

You’ve guided them through their challenges, teased the solution, and painted the benefits. Now, finish with the most persuasive reason to buy to leave them in no doubt that you are the right choice.

If you’d like a deeper dive into the ‘how’ of content writing – including what to write, how often, and how to plan it – I’ve covered that here.

And if writing still feels like a chore that takes too long (or keeps slipping down your to-do list), I can help. Let’s set up a call. Click that button! You know you want to…

Can't write? Won't write? No time to write?Let me at it!