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Last updated: September 2025

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Here's everything you need to pull off a perfect first draft. We're sharing it early so you can review it while drafting your outline.

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writing principles

  1. Write to one person. Find out who exactly your audience is and write directly to them.
  2. Cite your sources, always. Data, quotes, or visuals—credit them.
  3. Always ask why. Don’t just state an opinion. Back it with data. And if none exists, say so.
  4. Weave your ideas, data, and research into a story-like narrative.
  5. Close knowledge gaps. Never leave questions unanswered. Put yourself in the reader’s shoes and answer every possible question the topic allows you to cover.
  6. Make it memorable. A lot of content exists on the internet. You want yours to be remembered. Add unique angles, your expertise, data, images, and videos to bolster points.
  7. Pass The “Okay, and?” Test. “ASMR videos are relaxing”. Okay, and? Never leave sentences hanging.
  8. Go easy on superlatives. Your “best” might be someone else’s “worst”. Your “least” might be someone else’s “most”. State facts as they are and let the reader decide.
  9. Reread like a reader. Check clarity and logic as if you’re the audience.
  10. Use parallel grammar. If you start one heading with a verb, start the others with verbs too.
  11. Resist the urge to dumb down your writing. Assume your reader is competent.
  12. Be you. There’s already a lot of easy-to-make content on the internet. Bring your experience and personality to your piece.

what we expect to see in your first draft

  1. Intro
    1. Long intros? Optional. Not every article needs one, but if you do write one, keep it straight to the point and deliver value fast.
    2. Add your primary keyword to the first 60-100 words.
    3. Don’t add external or internal links to the intro. We want to hold attention for the first few minutes, not send the reader somewhere else.
    4. Please don’t start your article with an overused statistic that has no bearing on the topic.
  2. Body
    1. Answers all the questions you listed in your outline.
    2. Keep subheads cohesive, parallel, and able to stand alone.
    3. Write 3–5 strong sections.