Readability is surprisingly tactical.

Big Later just crossed 1200 paid readers, 100k words, and our emails (it's an email-based course) have a 65% open rate. Readability is surprisingly tactical. It takes humor, metaphor, narrative, and STRUCTURE.

Let's talk about the structure that supports a highly readable 800-word email. Why 800 words? Because that's about the time it takes to drink a cup of coffee (or, if you're me, walk around my house checking for house snakes). Here are the 8 structural components I lean on and a few examples of how you can incorporate them into your own writing. (Oh, and please forgive the fact that this reads like the D.E.N.N.I.S. system).

1. Introduce the big idea with a hook

Surprise, delight, intrigue, pique the curiosity... it can be a quote, a short personal story, a reframing of a problem that people didn't know they had... it just has to grab attention. You have like... maybe 4 sentences to do this. I wrote an article about employee stock options recently and led with a slightly embarrassing personal story.

2. Set expectations immediately

Once you've grabbed attention, make sure people know what they're getting into. How long is this gonna take? What are they gonna learn (list it out)? Where are we going after? Beers? No? Ok. Our brains wanna know the duration, path, and outcome. In our emails, we call out the read time and key takeaways right upfront.

Note: steps 3 through 6 should be repeated for each subtopic of the big idea

3. Define concepts

After you've introduced the big idea and set expectations, it's time to jump into your subtopics. For the sake of the reader's experience, don't start talking about shit that you haven't yet defined. A good definition explains a thing is BEFORE naming it (I don't always do this, but I try to).

4. Provide context

Once your audience is ready to learn about something (concepts defined? check) then I'll address their burning question: WHY is this important? Why is THIS particular subtopic getting action?

5. Demonstrate relevance

Relevance and context are linked. Context, to me, is about the big picture. Relevance (again, this is my take), is about RIGHT NOW. What happens if the reader doesn't take action? What happens if they stick with the status quo?

6. Give great examples

And use images! Your reader got the big picture, they understand the urgency, now lock it in with something tangible -- preferably examples that align realistically to their lives.

(remember, rinse & repeat 3-6 for each subtopic)

7. Summarize key takeaways

Give the reader a little recap of what they've learned. This simulates the sensation of learning all over again. Put them in a position where they're thinking to themselves, "oh yeah, I did just learn all that stuff"

8. Foreshadow what's coming

Where are we going next and how does the material they just learned apply to this next step? With email-based courses, you're creating a learning journey and you're the sweaty trail guide. Give them a sense of what's around the next curve.

And that about does it.

(BTW I just finished a whole series on the importance of equity and benefits, inspired by my time at Salesforce. You can read about a few of the other topics here: Health Savings Accounts, ESPP, RSUs, and the article I referred to frequently on Employee Stock Options. But honestly, just do yourself a solid and sign up Big Later).

See ya.