Vinleon Ang

You can be click-baity or funny all you want, but always, ALWAYS deliver what your headline promises. If you don’t, you lose the trust of the user immediately. And there’s almost no coming back from that once the trust is breached. Try to prioritise clear, concise headlines over creative ones. You can always make up for creativity elsewhere in the ad or landing page.

It's an opportunity to learn how others view your writing. Beyond listening to their feedback, ask why they gave that feedback and why they think it's a better suggestion. Asking why also helps to further decide if you should take on the feedback: 1. If they can't back up their feedback with a good enough reason, it might just be an opinion, which you can then decide whether or not to incorporate. 2. If they can back up their feedback with a solid reason, then maybe it's something you might not have considered and should now consider.

Graphics also add space to chunks of text, which gives readers the feeling that there are fewer words to read. It helps the readers divide and conquer the proposal, giving them some space to breathe, even if the document is 50 pages long (but to be frank, that's a hell of a long proposal, don't do that 😛).

If you don't have the luxury of having a fresh pair of eyes to help you edit or proofread your work, sleep on it and approach it with your own fresh pair of eyes the next day. Never try to go from a major revision to proofreading the final draft within the same day. You might gloss over the smallest mistakes due to fatigue. But of course, if time is tight, take a break, have a cup of tea and come back an hour or two later.

Content channels are leaky buckets. Most of the time you don’t even know who passed by. Apart from making sure that your content is helpful and engaging, keep them coming back or even reach out to them by establishing touch points that you have more control over, such as allowing users to create an account and sign up for email newsletter. That way you can also get to know your audience at a later time.

If you have technical bandwidth, choose a headless CMS. It offers multi-channel delivery, so if your developer knows how to set it up, content delivery can be almost fully automated. That helps with scaling up quickly as well. Plus, it's much easier to do AB testing with structured content.