Raise your hand if you never know what to write in your emails or articles.
If you’re guilty of this, let me take a wild guess at how you write articles or emails to your audience:
You spend more time staring at a blank screen rather than writing the email or article.
You haphazardly rush through your email or article because you view it as a necessary evil in your business.
You just don’t know where to begin.
I’ve been there. There were many days, I admit, where I rushed through an email or article to my audience, and ended up with less than satisfactory results.
Just a few months ago, I rushed through an email to a segment of my audience, and ended up with the lowest click-through rates and highest unsubscribe rates I had seen in a long time!

This is what happens when we’re clueless on what to say, and just throw something together. We damage our business more than we grow it.
Believe it or not, but you don’t have to produce article after article or email after email just for the sake of being relevant.
What matters is that you communicate with intentionality.
I encourage you: anytime you go to write to your audience and have an attitude of, “I just need to get this done”—STOP.
It has the potential to cause more damage than good.
But trust me: I know that writing can feel like a chore sometimes.
I know that doing the work can feel more important than speaking to your audience.
I know we’re all busy people with busy agendas, and we don’t have time to sit down and write emails and articles that are actually effective. We just need to whip up an email or article fast, and then be on our way.
Not to mention that coming up is content that delivers every time is HARD.
But even though this is the case, I still encourage you to put more thought in writing to your audience.
Why? Because this is what it’ll cost you if you don’t:
Cause confusion in your leads, which further complicate their path to becoming a customer/client.
Waste your time, when ideally, writing to your audience should follow the 80/20 principle (where 20% of your effort leads to 80% of your results).
Create distrust in your audience. Eventually, your audience will understand that you just rush through your communication and don’t actually care about delivering value to them.
I know you care about your audience. So it’s time to be a little more intentional with the way you write to them.
If you struggle with never knowing what to say next to your audience or how to deliver value with your emails or articles, I came up with a simple 7-part framework for delivering effective emails and articles everytime you speak to your audience.
This 7-part framework is called the A.W.E.S.O.M.E. framework, and it’s simply a series of questions to ask yourself before writing your emails and articles.
Ask yourself these 7 questions to plan your content and make your emails and articles more effective:
A – Who is your audience?
W – Why would they read it?
E – Is it essential for you to write?
S – Is there a story you can link to with this email or article?
O – What is the opportunity you want your audience to take action on?
M – What is the main idea you want your audience to walk away with?
E – How will you end your article or email?
Running through these 7 questions can clarify your communication, make it more effective, and remove the “blank-page” effect when you go to write to your audience.
Let’s dig into these questions in depth.
1. Who is your audience?
This is the absolute essential first question to ask. If you don’t know who you’re writing for, you can’t make the impact you want. Why? Because a number of things can happen if you don’t know your target audience. For example:
You could change voices unknowingly.
You could forget what problem you’re trying to solve and easily move into a tangent.
You could say something that could offend the people reading.
You get the gist. Not knowing your audience is bad. So before writing your next article or email, really dive into your ideal reader: who are they? What problem do they have? How can you solve that problem?
2. Why would they read it?
Too many small businesses and entrepreneurs are too close to their business to realize that fundamentally, people are not sitting on the edge of their seats, wating to hear from you.
You need to assume people don’t care about you.
Instead, ask why should a person care. When you ask the question this way, then you position your content to serve a person’s need rather than serve your own need (which if you know, doesn’t actually benefit your business).
The more you can speak to what a person is truly struggling with, rather than what you just want to talk about, then the better impact you can make with your content.
And to challenge you: try to answer this question in ONE sentence. If you have to respond in multiple sentences to this questions, then you run the risk of the reason being too complicated to even exist.
The reason needs to be simple.
3. Is this email or article essential to write?
If your content isn’t moving the needle forward in some capacity for your business, then it’s probably not necessary for you to write.
If you can’t clearly explain why you’re writing the email or article, then it’s probably not necessary for you to write.
If your content isn’t directly tied with a paid offering in some way or another, then it’s probably not necessary to write.
Truth is, just because you have a great idea for an article or email, doesn’t mean you should write it.
Having more content isn’t better than having the right content.
Don’t be afraid to ask yourself this brutal question. It’s okay to say no to an idea, even if it’s a great one. What matters is that your business is better because of your content. If not, then you’re better off without it.
4. Is there a story you can link to with this email or article?
Today, storytelling with your business is a buzzword, as if the practice is a new thing. But in reality, storytelling to convey critical information has been around for centuries. Why? Because it works.
Why? Because it works.
There’s something about the human spirit that reacts heavily to stories. Our minds are instantly captivated once the setting is established. And if the story keeps our attention and delivers, it has the power to stay in our memories.
If you can tell a great story in your communication, then you do a better job of engaging your audience.
But how do you find a great story for your marketing?
Easy. You keep a personal inventory of stories from your life. You also collect stories from books you’ve read or stories your friends have told you. Write the title of the story and the main idea it can convey next to it, and pull it next time you write any marketing content.
Again, packaging your idea with stories is always an effective form of communication.
For amazing information on how to actually tell a story, refer to this free eBook by Donald Miller.
5. What is the opportunity you want your audience to take action on?
Every piece of content you write to your audience must have a call-to-action.
But don’t get me wrong: I don’t mean people have to buy from every email or article you write. People just have to do something after reading your content.
This could mean you instruct your audience to read a blog post. Or it could mean you instruct your audience to register for an event.
Your content needs to provide an opportunity for your audience to act on. Without opportunities, your content isn’t moving your business forward.
To give you an example of what an opportunity looks like, check out this email I recently wrote to my audience, encouraging them to read my latest blog post.
opportunity
Give your audience the chance to act on something with every piece of content you write to them. Why? Because it’s how you move your business forward, and most importantly, it’s how you add value to your audience.
No one wants to read an email that just says, “Hey there! Just hope you’re doing great.” People want value. And if you can give them an opportunity they can act on, you ensure that they receive value.
6. What is the main idea I want people to walk away with after reading this email or article?
Back in my preaching days, I was drilled with the idea that people aren’t impacted by a string of ideas more than they are by a single idea communicated over and over again.
If your content is scattered and doesn’t have one central idea, then what do you hope will happen when your audience reads it?
How can you expect them to grasp what you’re saying?
The best way to deliver a punch with your emails or articles is to communicate a single idea with each one. This idea must be highlighted, repeated, and easy to grasp.
Also a pro tip: sometimes, the main idea you want to communicate would work really well as the title of the article. Some people write articles with obscure titles such as “Times with Dandelions”, or something vague like that. People who click on that article have no idea what they’re looking for.
But if you make the main point the title of your article, then it’s easier for that article to gain traction.
For instance, I once named an article, “5 Reasons Why I Got Engaged Before 23.” Though the point was not incredibly explicit, people who clicked on that article expected a defense on getting married young.
The result? That article went viral around the world.
Establish your main point, and then sell it.
7. How will you end your article or email?
Finally, the end of your email or article is just as important as your beginning. Why? Because this is the point where you either drive it home for your audience, or you keep them hanging on for more.
What do I mean? Well, you can either do a close loop or an open loop at the end of your content.
A close loop connects all the dots for your readers, and ensures they get the idea of what you’re saying. With a close loop, you provide a brief summary like this:
close-loop
An open loop leaves things hanging at the end for the sake of keeping people tuned in. People naturally want to close loops, so an open loop is effective when you want people to tune into an email series. Here’s an example:
open-loop
When ending your content, choose to either close the loop by providing a brief summary of the action you want people to take, or keep the loop open if you want people to tune into the next email in a series.
If you are trying to grow your business with meaningful content, it actually needs to deliver.
This means you can’t keep practices of:
Whipping up articles just to check it off the list.
Writing emails in haste because you have something to sell.
Including no strategy in what you write.
Run through these questions in your head every time you go to speak to your audience to ensure powerful communication.
It’s powerful communication that actually moves the needle in your business and life as well.
If you want to run through these questions on your own, I developed a tool for you to keep. It’s an online interactive workbook that guides you through each question. You can use it anytime you try to speak to your audience.
If you’re building an online business, investing in your writing and communication skills could possibly provide you with the breakthrough you’re looking for in business.
So dig deep into this framework. Plan your content with clarity and intentionality, and your audience will feel it. And trust me, the only result for this investment is growth, for you and your business.
Comment below about your struggles with content in business!