If you really want to engage your readers and get them to take an action, your posts must adhere to some basic characteristics-here's everything you need to know about how to write an effective post.

Before explaining what it is my method on how to write an effective post, I want to invite you to reflect on a rather sensitive issue: what makes a text really effective? 

Hundreds of more or less academic definitions on the subject can be found on the Web, but I believe that the basic point is only one.

An effective post is one that allows the reader to 100% identify with you. The reader must be able to find himself in your words, must be able to feel that empathy, that sense of familiarity that makes him feel understood.

But how do you put texts on paper that are truly engaging?

I use a writing technique that every communicator should know: the storytelling

You've already been told about it extensively in this article.

If you did not know, it is the art of storytelling that can engage the reader and persuade them to take a specific action. 

Be careful, however. Don't make the mistake of thinking that this technique fits every situation, because it doesn't at all. There is a time to apply storytelling, and a time to write posts differently. It is most important to learn to distinguish between them and adjust accordingly, or else you will lose credibility with your audience. 

Good storytelling can help you strengthen your authority (and also your personal branding), but only if it is credible and relevant to the context. If readers will not perceive your narrative as authentic, you will achieve exactly the opposite effect.

How to write an effective post: 5 ingredients

Contrary to what you might think, in storytelling there is not much room for improvisation. The content must follow a specific structure, designed specifically to evoke images, moods and multi-sensory representations that can "activate" the reader from an emotional point of view. 

In fact, emotional involvement is the first step in connecting with the audience. To succeed in this endeavor, one must know how to Use and balance some ingredients in the right way, just like in a haute cuisine recipe. 

Digressing and getting lost in flights of fancy for their own sake is perfectly pointless, and will only spoil the balance of the whole story - as well as alienate the reader in no time.

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How to write an effective post? Let's see what are the 5 elements You need to pay special attention to.

#1 Simplicity First

Don't stuff your narrative with too many superfluous elements, you only risk distracting the reader and failing to build an effective climax. An incisive story is made up of a few elements that have a very specific function, which is to take the reader by the hand and provide him or her with a compelling reason to take a particular action. A simple and flowing narrative is also the key to excellent engagement.

#2 The tone of voice (or ToV, whatever).

I have also already devoted an entire article to tone of voice (you can find it here).

Keep this sentence in mind: a good ToV must fully reflect your identity to be credible. Are you a straightforward person who likes to tell it like it is without seasoning it with too many frills? Or are you someone who has made irony your banner? Whatever your style, try to set your communication accordingly. 

Remember that the basis of effective communication is. authenticity. Do not pretend to be what you are not; it is not worth it. Instead, identify your strengths, those characteristics that make you different from everyone else. And then use them to create your very own ToV that is unique and recognizable among a thousand.

Remember that each situation, post, or article requires a tone of voice relevant to the circumstances. Knowing how to adapt the message according to the context is most important, but always preserving that style that fully reflects your personality.

how to write a post

#3 Authenticity and familiarity

Good storytelling is such when it manages to make its way into the reader's soul. Some texts do this on tiptoe, others grab you and sweep you away in a whirlwind made up of a thousand emotions. Whatever the final effect, one thing is certain: your text cannot leave readers indifferent.

To achieve similar engagement, you need to be able to create a story that most people can identify with. Use first-person narration to make your story more human and personal, but also try to deeply understand your audience to touch the right buttons. 

People respond best to so-called "familiar content," that is, content based on well-established storytelling patterns-or topics they are familiar with.

#4 Tickling Emotions 

It is known, one emotion is worth a thousand words. This may sound like a catch phrase, yet nothing could be truer. Writing an effective post means being able to Capture the attention of the audience until the end text

When the reader does not want to stop listening to you, when he or she feels totally understood and identified with what you are saying, when your words manage to strike and stimulate him or her deep inside, then you know you have done a good job. 

#5 Conveying a message

Remember that storytelling does not have to be an end in itself. It is a technique to convey a clear and precise message to your audience. By this I mean. a narrative without call to action final is a wasted opportunity for engagement.

Your goal must be to persuade readers to take a specific action-the task will be easier for you if you can tell an authentic, simple, and engaging story. 

The structure of an effective post

Now that you've seen what the basic ingredients are for writing an effective post, it's time to figure out how to structure an engaging narrative.

As I mentioned, there are definite components that distinguish an ordinary story from a tale worth remembering. Have you ever heard of the Hero's Journey? It is a universally valid and recognized model for generating stories of all kinds.

It consists of three indispensable elements:

The protagonist

He is our hero, the character on which the entire narrative is based. Get readers to identify with him (but also with his struggle, his goals, his experience) and I assure you they won't be able to stop reading your post.

How to do it. Think of the hero as if he were your audience: he is the one you are writing for, his deeds are the ones you are telling. Readers must have the impression that you are talking about them specifically.

The conflict

It is the centerpiece of the whole story. The moment when the hero, after going through a series of enormous difficulties, manages to overcome a challenge that seemed impossible. It is definitely the most exciting part of the storytelling, the perfect opportunity to let the audience empathize even more with the battle and challenges faced by the hero.

The resolution

That is, the moral of the story. Take the opportunity to draw conclusions, to focus on the lessons the protagonist has learned from the experience. The conclusion does not have to be positive; it all depends on the message you want to convey to your audience.

What can never be missing at the end of good storytelling, however, is the call to action: after all, that was the whole point, remember? To persuade your readers to take a specific action-which can be buying a product, signing up for a newsletter or course, sharing the post, etc. 

Transformational stories are the ideal medium to make people realize that change is indeed possible. It's all in your ability to bring the audience to empathize with them. 


By now you've probably guessed it: storytelling is one of the most effective tools there is for impressing one's audience. Stories have the ability to bring people together, as well as to stimulate both emotional and practical reactions. 

Remember that it is not necessarily the excellent products or services that dominate the market, but simply those that are best presented. Therefore, to write an effective post, be creative and engaging enough to hit your audience at the right time. 

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