by William Rogers of Persuasive Communication
Writing has never been an easy task for most of us. There are so many stumbling blocks along the way to a successful article that it can seem nearly impossible.
There isn’t anything easy about writing well. So what’s with that headline? Here’s the thing… the simplest possible plan we can make will be the easiest to follow.
Whether we write website content, emails or white papers, a basic plan can streamline and nurture you writing career. So how do we structure a plan that will engage our reader with a great opening, keep them engaged to read the whole article/blog, then win them over to positive action?
Let’s get to it.
I have taught hundreds of adult college students The Five Paragraph Essay Format. It is an efficient and effective way to construct a message to make our point, persuade a change of viewpoint and/or solicit a call to action.
And while it may look over-simplified at first glance, stick with me here and we’ll find a path to get to our conclusion and feel good about it.
The Five Paragraph Essay Format avoids much of the mental editing that can bog down our article and our copywriting careers. It will keep us focused on the purpose and flow of each paragraph and sentence as we go.
Here are the barest bones of this method:
Paragraph 1
Introduce our topic by explaining why it is important for our reader to understand and value our viewpoint. This is our thesis. And here is where we name our three key points and briefly explain how they’re correlated. This approach makes it easier for our reader to remember each point and keep them linked together while we make our writing ever more persuasive.
Clearly additional paragraphs can be added as necessary, but there is something about the human brain that finds a list of three items easier to grasp and remember. So even if we’re addressing a complicated issue with more than three specifics needing attention, it may be useful to categorize our list into three broader issues.
Once we’ve made the topic and direction of our writing clear and easily understood, it’s time to move on to…
Paragraph 2
Our second paragraph specifically addresses our first key point. Utilizing the most important point right up front will engage them quickly, but may lead them to believe that that’s all they really need to know about our topic. The order in which we present our three points will determine how our reader is paced through the article.
Following the 20-second attention script, which suggests that we must grab the reader immediately, may not keep our reader engaged for even a short article.
Whether we open with the most critical point, or end with it to persuade them to action, it becomes vital to explain the value and linkage of point one to the topic of our writing. This paragraph will set an expectation of subsequent structure and should mirror the structure of the whole article.
It may help to think of each paragraph as its own mini-essay; strong opening sentence to express the significance of the point, an evidentiary sentence or two to warrant some credibility, and a sentence or two about contradictory opinion and our conclusion/transition.
Our second paragraph should end with a summary of why point one is important and a foreshadowing of its connection to our second point.
The last sentence of this (and each) paragraph needs to begin the transition to our next point. It can be as simple as “The next most important characteristic of (our topic)” or “In direct correlation with (our first point).” Any extra thought here will be well rewarded.
Stress the importance of the connection between point one and two. Help our reader correlate point one and two. We need to be as creative and dynamic as we can because this is one of those places in our article where they might be tempted to stop reading or start skimming.
Paragraph 3
Address the second key point by stating its significance to our topic and the most important ways in which it relates to our first point. Present the evidence in shorter clear sentences. Why shorter? Our twenty seconds are gone! Shorter sentences speed up the pace of reading and can quicken the pace of our reader toward the grand finale. The effect of building to a crescendo is a very effective way to keep our reader engaged.
Here we work into our second transition, and once again, summarizing the significance of this point and foreshadowing the correlation to our next point.
Paragraph 4
Now it’s time to reintroduce some power in our article. This is often the best place for our second most important point if we’ve led with the most important. Why here?
We’re building to our finale’ remember? In the previous paragraph we went shorter with sentences to pace the reader. Now is the time for emphasis to show confidence in our “train of thought” and stoke those fires! Here we present our third, and perhaps strongest key point, show specific evidence, and wrap it up with a good, strong transition to combine the positive attributes of each key point and show the way to our conclusion.
The point of the 5 Paragraph Essay Format method is to keep us organized and on track. Whatever modifications we can justify while adhering to the principles of the model will still work.
Paragraph 5
Our last paragraph is our opportunity to correlate all our points and reiterate why our topic is important. Be strong and let’s demonstrate our conviction. By now, our reader wants to be convinced.
But do not make the mistake of ending there. This is also our chance to show that we understand opposing viewpoints. Address them here. This lends further credibility to our viewpoint by demonstrating that we have addressed the topic with an open mind and have answered the opposition’s questions about our thesis before they ask.
The last sentence or two in this critical paragraph needs to summarize the topic or point of view confidently and persuasively. It may even be a great idea to restate the significance of our topic using some of the same words or phrases from our paragraph one introduction. This will bring our reader full circle through our topic. This is also where we include our call to action. Be brave. If our reader is still there, they are engaged and ready to act.
Even if your paragraphs turn into pages or chapters (as in a white paper or long form sales page), this format still works. Engage the reader. Bring them along by tying all the points together, raising the energy as you approach your conclusion, then winning them over to positive action.