Write Unforgettable Stories With This Simple Framework
A proven model to power up your stories
I picked up the newspaper, and a headline caught my eye:
“My date asked how I felt about raising my son in a broken home.”
How irresistible is that?
It stopped me in my tracks on a Saturday morning. I’m only human. Shocked, I had to learn more about this “date” asking such a loaded question in our PC society.
Did the date end there? Was a glass of water thrown? If looks could kill, did the date survive to regret the tale?
Now, we know the deal with headlines. Get it wrong and expect little engagement. No matter how stunning your writing.
The quote is from a newspaper magazine interview with a single mother. And as it happens — and not that it matters — the daughter of a billionaire.
I’ve been working online for twenty years, but I’m reading it in good old-fashioned black and white. And both headline and copy are a masterclass in how to engage a reader — offline or online.
If you want more readers, think like a journalist
When it comes to writing, journalists are the OGs. They can teach us a ton!
Leafing through the crisp pages, I stopped when I saw that headline in big, bold letters. I immediately wanted in. I got comfortable in my chair, committed.
I’ll give you a short version of this story. Then, we’ll examine how to apply a journalist’s skill to our writing.
Back to the woman in the article — Zoe. She of the “broken home”.
She and her partner were on the cusp of parenthood. It should have been a fantastic time, but it had turned into a nightmare.
Their relationship was in trouble.
Before the baby arrived, they realized they could not resolve their difficulties and called it quits.
So far, so stranded. Zoe had no supportive partner to lean on (physically and metaphorically) when her child got sick or woke up crying.
I also learned some stark facts about the challenges of being a single parent. The number of single parents is rising. Divorces are up, and more women are having babies solo. But support is in short supply.
Zoe soldiered on, and amid sleepless nights, inspiration struck.
Her brainwave? A dedicated mobile app for single parents to connect and provide support, tips, and advice.
She moved from breakup to breakout success with her app (60,000 users and counting). A podcast followed to complement it. Zoe even co-authored a new book for single parents.
Why does this story work?
It works because I’m intrigued. The headline grabbed me, sure. But so did the subtitle. Now I’m into the body; I’m entertained and inspired. I’ve learned something new. I will likely be more empathetic to the next single parent I meet.
There’s a winning recipe in here somewhere.
Enter E-E-I — how journalists get you to read
The journalist behind the article is Kirsty Blake Knox, who understands one thing.
If she wants you to read till the end, her piece needs “E-E-I.”
Her story needs to do at least one of these — but preferably all three:
- Educate — deliver new insights or shine a light on a topic.
- Entertain — make people laugh, smile, or clap.
- Inspire — as it says on the tin. Generate goosebumps.
Think of the typical articles you read and the headlines that dazzle you.
I bet they meet the E-E-I bar. Go on, have a look.
Readers are hungry — you need to deliver
Readers want to feel educated, entertained, and inspired in exchange for their time. They must take away a nugget they can apply to their lives. Give them something that makes them feel awe, hope, or wonder. Or even relief — a feeling of “I’m not alone.”
If not, then make them roll around laughing! Or at least crack a knowing smile.
How do you infuse your story with E-E-I?
It’s simple but not always easy. To start, try these proven techniques:
Lead with a story, anecdote, or some personal experience
See how punchy the start of this article was? And you have read this far. That journalist got my attention — wasn’t it the same for you? People want to feel something.
We’re here to inspire and entertain. Landing them straight into the action works.
Short on action? Sprinkle your words with personal experience or tell them someone else’s story (like I did here).
You are already an inspiration. Like Zoe, you’ve overcome challenges, defeated obstacles, and conquered fears. Bring your juicy life experiences, recommendations, solutions, and funny stories to your drafts.
Here’s an example from my first story. My goal is to place you somewhere, to give you a flavor of what I was seeing and experiencing.
I’m painting a picture to set the scene for what I eventually learned.
It’s November 2010. I’m gazing up at the dull apartment blocks as I walk through the streets of Vancouver on an overcast afternoon.
It’s such a dreary city. What am I doing here?
Start with problems — then deliver YOUR solutions.
When I started writing here a couple of weeks ago, I came across an excellent framework for beginners courtesy of Zulie Rane.
It’s a problem — solution framework I know will bring E-E-I into your stories.
Here it is:
- Start your story by discussing a problem — extra points if it’s a super common one.
- Then talk about the symptoms (how it manifests).
- Share solutions. And make it personal. Tell the reader how you’ve solved your problems.
Give the reader your take; you will be more likely to inspire and entertain.
Instead of falling asleep with facts, you’ll educate on how to solve a problem in an inspiring and entertaining way.
You’ve got the framework. Now it’s time to smash it
You have the ingredients to educate, entertain, and inspire with your words.
What’s next?
Well, your newspaper editor needs that first draft.
Let’s get to it!
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