louise david

doctor mojo! breaks it down.

If you've arrived here from somewhere else - welcome to copymojo!  You've landed in the middle of the first of a series of lectures on the anatomy of commercial communications; today doctor mojo tackles the basics of lists. Serious students will find more reading on the subject and every 'How to' list they ever needed here >>.

Lists are the mainstay of every blogger, tweeter and online marketer. They drive traffic to the marketing funnel, they are easy to bang out and easy to share.

If you are a listaholic, then spend a few minutes understanding the antaomy of lists - it may help you to give them up!

If you think you might like to get in on the list action this will help you understand the basics. I should warn you - lists aren't my favourite things.

head | collect it together

Lists appeal to the logic part of their brain, the part that likes things organised and neat. This is why they like the list. The list is their friend; it brings order where there was uncertainty, reassuring bullets where there was chaos and fear. It does not have to be comprehensive - it just needs to be a list. Really good lists offer an order to things. Bad lists play with their minds. To be successful you just have to tell them it’s a list.

heart | give it away

Lists must appear to come from a good place; they transport your message of hope to the hearts of your readers. They must believe they are getting valuable free advice and that you are giving it because you are generous and helpful. Don’t worry; there are plenty of lists out there that you can make your own. Just remember to send them with love.

arms | offer more help

Your lists must embrace them with a promise of redemption. “If you would only fall into my arms dear reader, you will feel the comfort of knowing the top five things you need to know about this vast subject”. Don’t forget to remind them that you are always on hand with more advice, support and help when they need it. After all aren’t you the wonderful giver of free listiness? That way they will come back again and again to you and only you.

legs | call to action

Your list must have legs, it must be able to guide your reader to a location of your choosing. Remember you want them to like you, to respect you and to trust you. So make sure when they get to their next destination you are there with a cup of tea and a biscuit.

stomach | keep up the supply

You must always be home and you must always have a supply of fresh cake and biscuits. Digestives are good, although you might consider the odd handmade luxury biccie and fancy cake to lure them back.

back to out it tumbles >>