Write Better ListsCraft More Compelling and Useful Content

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This presentation is intended to serve as an introduction to better content writing in regards to lists, particularly actionable lists.

What are actionable lists?Actionable lists are lists that encourage or facilitate user action. This includes (but is not limited to) checklists, 'best of' lists, and 'top 10' lists.

How Will This Presentation Help Me?

Get Ready to QUEST

QUEST is a system developed by Gojurn, Inc to provide an easy to remember set of rules that can help improve the quality and usabilty of written lists.

QUEST is built upon extensive and continuous research performed by the Gojurn team. For more background information visit www.gojurnal.com for the articles and findings that form the foundation of the QUEST system.

What Does QUEST Stand For?

Question

Use

Engage

Shorten

Target

Question

Every great list begins with a question, usually reflected in its title, and the more focused the better. From what’s the best place for burritos to which non-fiction murder mystery books to read, start by knowing what purpose this list serves and understand the fundamental question you want it to answer.

Every list item you add should answer your question as directly and completely as possible.

Use

Make sure the list is practically useful. Is it a checklist? Include check boxes for users. Is it a list of top places to visit in Rome? Include maps and links to booking sites. Even a list of top Hollywood actors should at least link to their IMDB or Wikipedia profile to learn more. The less a list makes you work to find information or take action on it the better.

Engage

Text is fine but it isn’t as great at holding our attention the same way pictures, videos, and maps are. When your attention strays you lose focus and when you lose focus you skim past important information. The more visually engaging a list is the easier it is to absorb or pass on to others the information contained in it.

Shorten

Remember the rule, any more than ten lists items is too many for a user to fully comprehend. If you’re trying to list the top spots of a great vacation destination you want your reader to be able to consider how all of your suggestions holistically make for a great trip when considered together.

A short list also helps with engagement, is more approachable, and can assist readers in mentally processing rankings and ‘best of’ lists. Sometimes this means getting creative and breaking down a larger list into smaller groupings but it will definitely improve the value of your list to the user.

Target

Finally, maintain focus with your list. Set answering your primary question as the target each list item must hit. You might think working out at the gym is the best way to get exercise, but if your list is for the best ways to get exercise on a budget suggesting a costly gym membership doesn’t make sense.

This also includes sticking to what your list promises. If your list is called 10 best beaches in France it should contain no more than ten list items.

Thanks for Reading!

Thank you so much for taking the time to check out this presentation.

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Have questions or feedback? Email tyler@gojurn.com