Ever hear of the APP Formula of Content Marketing? The acronym was new to me, so I wanted to share it with you. It’s all about making your content crisp. Today, let’s talk about a handful of techniques to make your writing more on point — and crisp, to keep your reader’s attention.

1. Keep it simple. I know you’re an expert, but stay away from too many details. Too much information leads your audience into overwhelm. Create an outline for your content and stick to it. Be informative and helpful without going over your readers’ heads. You will lose them and you don’t want that.
2. Use the APP formula for your intros. Start with something your readers Agree with. Show that you understand their problem. Promise them that you can help. Give them a Preview of what they’re about to read.
3. Create skimmable content. The average reader is only going to read about 20-30 percent of what you write. Make your content easily digestible with short 2-3 sentence paragraphs. Bulleted and numbered lists are best. Use bold and italics to draw attention to the most important points.
4. This may sound counter-intuitive, but don’t try to sound smart. 99 percent of marketing content should be conversational. Write like you’re explaining it out loud to a group of people or a friend. I tell my clients to write like they’re taking to their best friend — in most cases. Proper language counts here.
5. Don’t get lost in the middle. Define a goal or key takeaway you want your readers to have at the end of your content. Remember that goal the entire time you’re writing and stay on task.

I’m Robin Samora with the Fast Marketing Minute. If you’re looking to build an expert brand, let’s connect. Check me out at RobinSamora.com and contact me there. Talk tomorrow!