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Recently, my friend Philip Rothschild asked if I would write a blog post on “the anatomy of a 500-word blog post.” He said that he sensed I used some kind of template. He thought it might be something that would be valuable to others, as well as something he could use with his students. I do, in fact, use a blog post template. I don’t follow it slavishly, but I always start with it. It includes all the elements that I have learned make for an effective post. It also helps me write faster, because it provides me with a track to run on.My blog post template consists of six components:Compelling Title. Advertising legend David Ogilvy once said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” This is also true with blogging. If your title doesn’t lure them, they will never get to the rest of what you say.Lead Paragraph. This is key. If you take too long on the wind-up, you will lose readers. You have to get into the premise of the post and make it relevant to your readers. After the title, this is the second most important component of your post.Relevant Image. I use images for the same reasons magazines do: I want to pull my readers into the post itself. Pictures do that. I get 90 percent of mine from iStockPhoto. Occasionally, I use a screenshot or an embedded video or slideshow.Personal Experience. I always try to share my personal experience. Why? Because readers connect with stories. The more honest and transparent I can be, the better. In fact, my most popular posts generally come out of some failure on my part.Main Body. Everything to this point has been an introduction. I always try to make my main content scannable. I use bullets, numbered lists—and often both. This makes the content more accessible to readers and more sharable via Twitter and Facebook. Discussion Question. For the past few years, I have ended every post with a question. I don’t intend my posts to be a monologue. Instead, I want to start a conversation. As a result, I measure my effectiveness at this by how many comments I get. I also follow a few overall rules when writing my posts: Make the posts short. This is my biggest personal challenge. I have a tendency to be too thorough. Consequently, I aim for 500 words. This usually means I have to write the post and then go back and tighten it up. Use short paragraphs. I try to stick to 3–4 sentences. If it’s more than this, the content looks too dense. Readers will give up and move on. (Notice how newspapers usually follow this rule.) Keep short sentences. As a general rule, I try avoid compound sentences. A period gives the reader a natural stop—and a sense of progress as they pass one milestone after another. To quote a common copywriting axiom, short sentences make the copy read fast. Use simple words. I love language, so I am often tempted to use big words. However, I have learned to avoid this. My goal is to communicate, not to impress my readers with my vocabulary.Provide internal links. I can’t say everything in one post, so I link to other posts where I have developed a thought in more detail. This has the added vantage of increasing my pageviews and session times. I think it is also genuinely helpful to my readers. While your template might be different, it is worth outlining and tweaking as you hone your writing skills. This will allow you to write faster and more effectively.

Palette of success - What brand colours are the best? What are your experiences with choosing the colour for a brand or observing other logo colours? I want to know if you have noticed any patterns? Do you agree with the importance of colour or is the messaging more important? I would say personal and cultural factors determine them for the most part, so you can’t really be lazy by looking at a picture on the internet containing a simplified classification of the function of different colours and using it thinking you now know it all about colour psychology. You have to keep in mind what emotions you want your audience to feel towards your brand’s personality. The colour you choose may correspond to a general characteristic, but it’s more important that it fits your brand’s personality and gives you an unforgettable look. The notion that green, for example, is a colour of calmness and nature may be known by most people, but that hasn’t stopped a company like Monster Energy which is associated with sports and…well…energy, use it. Yet the colour fits perfectly. On the other hand common colour associations DO exist, and admittedly, becoming familiar with the colours that affect most people’s perceptions in a mostly similar way is actually a great starting step. So I’ll give a quick guide and hopefully this thread will be a place to gather more opinions and examples regarding colour psychology and colour choices! SO in general, we can say: - Red: can affect your physical body and increase your blood pressure AND appetite. This is the colour of passion and danger, so it’s appropriate for different products from inviting food at McDonalds to speedy cars.​ ​ - Green: of course, the colour of nature, growth, freshness, and calmness. Think: Wholefoods, Starbucks. But as previously said it doesn’t have to solely represent that. Think about Spotify, it uses green to convey the healing, cheerful state of listening to music.​ ​ - Even more calming than green is blue, think again of nature but this time the sea and the sky. That’s why blue is so powerful. It is also an indicator of intelligence, trust, and security. Next time you see the Boeing or Visa logos, remember they are trying to gain your trust by their colour.​ ​ - Yellow: is associated with youth, sunshine, and happiness. All is good. On the other hand, it also has a connotation for caution as seen in road signs.​ ​ - Orange: also has a great range. Think of Nickelodeon to remember the joyful, entertaining vibe it exudes. Then think about the many supermarket chains that use it to show they have cheap and affordable products!​ ​ - White & Black: These are real double-edged swords. They are pretty hard to execute, and once done poorly can either bore the customer or make them feel purely miserable. Once done nicely, though, they’re a clear sign of modernity and luxury.​ Looking forward to more discussion about this!

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