Every piece of content we produce as marketers makes an implicit promise to our audience. From beginning to end, each asset that is researched, created and published should be interesting, relevant, help solve a current pain point. The content will be informative, easy to read and provide value.
We must honor that promise to hold the reader’s attention and provide them with useful information. As Copyblogger founder Brian Clark says, “A great headline mixed with a lame opening is like inviting someone into your house, only to slam the door in their face as they approach.” Once you slam the door in a reader’s face, they’re not going to accept future invitations.