College of Content
One lesson a week.
The concept: a free weekly letter about writing for the web. One lesson, one before-and-after example, one exercise. Five minutes to read, the rest of the week to practice.
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No. 1
Sample issue ยท Lesson 1
Write the headline last.
Most drafts start with a headline and then wander away from it. Try the other order: write the page first, then read it and ask what it actually promises.
The headline that comes out of that question is usually plainer, and truer, than the one you started with.
Before and afterThe Future of Home Comfort Is Here
How to stop a radiator from knocking
This week's exercise. Take a page you wrote last month. Cover the headline, read the page, and write the headline it deserves.
An illustration: a sample issue. No newsletter is sent from this concept.
What each letter holds
A lessonOne idea, short enough to finish.
An exampleA headline or a sentence, before and after.
An exerciseSomething to try on your own work.
Lessons it could cover
- Cut the first paragraph example
- One page, one job example
- Links that say where they go example
- Plain words beat clever ones example
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