The Thing That Keeps Your Readers Engaged

I’m writing this at 10:47 AM on a Saturday morning. I’ve got to get this one out in about an hour at noon.

So you better believe I’ve got a big ‘ole cup of coffee sitting next to me to power me through.

The coffee? It’s alright. It’s no Starbucks, but it’ll have to do.

My cat jumps up on my lap. Guess he wants a taste of the action, too.

My shirt’s already covered in cat hair, and I’ll probably find a few strands in my mug the next time I go for a sip.

Yup, there it is. Gotta love those little furry friends, huh?

Anywaysssss… why am I telling you all this?

Well, because it’s something called a signpost.

No, no. Not that kind of signpost. The kind that sets the stage and guides you through the rest of the newsletter.

And by the end of this email, you’ll learn exactly how to use them in your own writing and stories so you can capture (and keep) your reader’s attention.

Here’s what you’ll learn today:

• The power of signposts in your stories

• Why it works so well

• How you can use it

Alright, let’s get to it!

What Are Signposts? 📫

Whether you’re writing a sales page, a newsletter like this one, or the next great American novel, signposts are a common and effective writing technique.

So what are they?

Essentially, signposts are words or phrases that guide the reader through your writing.

They can be transitional phrases (think “next,” “then,” or “anywayssss” like in the beginning of this email).

But my personal favorite type of signpost: Setting the stage.

You know how in the first few paragraphs I painted a picture in your mind?

I set the stage of what it currently looks like to write this email. I shared the time, my environment, what my cat was doing (see below for a pic of my two cats, aren’t they just the cutest?):

Yeah, well those were all signposts. And they’re meant to not only guide you through this email, but also give you an indicator… a point of reference.

And I’d be willing to bet that those signposts helped paint a picture in your mind of what writing this email looked like.

Now, there’s one simple reason why it works so well…

Why It Works So Well 🤔 

Signposts work so well in writing because they give you context. They give you an idea of where you are in the piece. They help paint a picture in your mind (tell me you can’t envision what it’s like to get cat or dog hair all over you).

Without them, it would be much harder to read your writing. You would have no idea what to expect. You would have no idea where the story is going.

You would have no idea what the writer is experiencing.

And that, my friend, is a powerful thing.

If your reader can understand exactly what you, the writer, is going through? If they know exactly where they are and what to expect next in a story?

Your signposts have captured and kept their attention.

And there’s absolutely no way they’re not reading the rest of your writing.

How to Use It 📝 

Now, as I mentioned earlier, signposts can be used in literally any story or piece of writing.

Scratch that. They should be used in any story or piece of writing.

So how do you use signposts to capture your reader’s attention and guide them to the end of your copy?

Here are a few ideas:

• Use transitions to start out sentences

• Format your writing using headers and sub headers

• Use time indicators in your writing (”Last year…” “At 11:23 AM…” “3 weeks ago…”)

But my favorite signpost of all?

Paint a vivid picture of your environment.

Where are you? What are you doing? What’s happening around you?

It’s simple, but it adds a completely different style to your writing. Your writing becomes much more than just another ordinary piece on the internet.

Your writing becomes an immersive story for your reader. They can relate to it. It makes them feel something.

And if your writing truly makes them feel something?

Well, you can call that a success because that’s our job as writers, marketers, and storytellers.

That’s all for this week.

Your buddy,

Connor “make ‘em feel something” Flynn

This Week’s Hits 🤙🏼

Everyone knows that stories sell. Whether you’re building a clothing brand or your personal brand, your story is the most important tool you have.

I recently wrote an article on everything you need to know before sharing your brand story. Read it below:

I’m trying to add more stories and personal experiences into my content. And let me tell you, they’re a ton of fun to write.

Reply to this email and let me know what you think about adding a short story to the beginning of each of these newsletters like I did today.

P.S. Whenever you're ready, here's how I can help you out:

Schedule a free 30-minute brand strategy call with me to identify and help solve the biggest issue your brand is facing right now.

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