Writing a column that really clicks with people? It’s more than just dumping information on a page. It’s about spinning a tale, one that grabs your reader and sticks with them. Think of it as a delicate dance, where you’re both the expert and someone easy to chat with. It’s a conversation that starts on paper or a screen and echoes long after the last word. I’m going to walk you through how to craft columns that don’t just teach but also entertain, turning a casual read into a real connection.
How I Find My Voice and My Corner
Before I even think about putting words down, the most important thing for me is figuring out who I am on the page and what specific little corner of the world I want to write about. Without those two things, my column could just get lost in all the noise out there.
Defining My Unique Voice
My voice is like my writing fingerprint—it’s the unique personality that comes through in everything I write. It’s what makes you, the reader, feel like we’re just chatting one-on-one, instead of you just reading some text.
Here’s how I figure it out:
- Looking Inward: What do I really believe? What makes me tick, or really grinds my gears? What kind of language do I naturally use? Am I funny, sarcastic, hopeful, academic, or just conversational?
- Reading Aloud: I read some of my own writing out loud. Does it sound like me? Does the rhythm feel natural?
- Embracing the Mess (At First): I don’t aim for perfection in my first drafts. I let my personality spill onto the page. I can always clean it up later.
- Keeping It Consistent: Once I find those parts of my voice, I try to keep them consistent across all my columns. That’s how people start to recognize and trust my writing.
- For Example: If I naturally speak with a bit of irony and self-deprecation, I let that flow into my column. Instead of saying, “Time management is a common struggle,” I might write, “My personal productivity system usually involves a frantic search for sticky notes and a silent prayer to the time-saving deities.”
Carving Out My Niche: More Than Just a Topic
A niche isn’t just a broad topic; it’s a specific angle, a unique way of looking at that topic. It’s the reason you’d seek my column out over a hundred others.
Here’s how I do it:
- Brainstorming Broad Interests: I start with subjects I genuinely care about—maybe tech, parenting, local history, personal finance, or travel.
- Drilling Down: For each broad interest, I find sub-topics. For example, “travel” could become “budget travel for digital nomads,” “solo female travel adventures,” or “exploring forgotten historical sites.”
- Finding My Unique Edge: What can I offer that no one else can? This might be my personal experience, some unusual expertise I have, or even a contrarian viewpoint.
- Thinking About My Audience: Who am I trying to reach? What are their specific needs, interests, and pain points? My niche should solve a problem or fulfill a desire for my target audience.
- Checking Out the Competition: I look at what other columnists in my chosen area are doing. Where are the gaps? What are they missing?
- For Example: Instead of “personal finance,” I’d narrow it to “financial independence for creatives,” covering budgeting tips for irregular income, navigating grants, and investing in intellectual property. My unique selling proposition could be my own journey as a financially independent artist.
The Bones of a Good Column: How I Structure It
A well-structured column guides the reader smoothly from the start to the finish, keeping them interested and sharing information effectively.
My Irresistible Hook: Getting Your Attention Right Away
My opening paragraph is like the display window for my column. It needs to be captivating enough to pull you inside.
Here’s how I hook you:
- Starting with a Question: I might pose a question, rhetorical or direct, that really hits home for you.
- An Anecdote or Personal Story: I’ll begin with a brief, relatable personal story that illustrates the column’s main idea.
- A Surprising Statistic or Fact: Leading with an unexpected piece of data can really pique curiosity.
- A Bold Statement or Controversial Claim: I might make a provocative statement that challenges common assumptions (but I make sure I can back it up!).
- Vivid Imagery: I try to paint a picture with words, setting the scene for what I’m about to discuss.
- For Example: Instead of “This week, I’ll discuss remote work,” I might try: “The sourdough starter is bubbling, the sweatpants are ubiquitous, and your cat thinks your keyboard is a heated bed. Welcome to the new normal of remote work, where the lines between home and office have not just blurred, but completely dissolved.”
The Informative Middle: Where Substance Meets Story
This is where I deliver on my promise, giving you valuable information while keeping you entertained. I avoid just dumping raw data; instead, I present information as part of a coherent narrative.
Here’s how I do it:
- One Main Idea Per Paragraph: Each paragraph usually develops a single, clear idea. This makes it easier to read and understand.
- Logical Flow: I arrange my ideas in a natural, logical order. I think of it as a conversation; one point naturally leads to the next. I use connecting phrases like “Furthermore,” “In contrast,” “Consequently.”
- Supporting with Examples: I don’t just make claims. I back them up with brief, relevant examples, data points, or expert opinions (briefly attributed, without external links).
- Varying Sentence Structure: I mix short, punchy sentences with longer, more descriptive ones. This creates a rhythm that keeps it from getting monotonous.
- Using Analogies and Metaphors: I explain complex ideas by comparing them to something familiar. This makes information more digestible and memorable.
- Adding Personality and Humor (When Right): My voice comes through in the main part of the column. I use wit, relatable observations, or self-deprecating humor when it fits, but I always make sure it doesn’t distract from the main message.
- Anticipating Your Questions: I try to think about what questions or clarifications you might have as I present my points and address them.
- For Example (Informing and Entertaining): Discussing the psychology of procrastination: “We’ve all been there: staring at a looming deadline, reorganizing our sock drawer for the fifth time, convinced that true productivity lies in alphabetizing spice jars. This isn’t laziness; it’s often a sophisticated psychological defense mechanism known as ‘task aversion.’ Our brains, bless their protective little circuits, sometimes prefer the illusion of control over the discomfort of confronting a challenging task.”
The Satisfying End: Leaving a Lasting Impression
My conclusion ties everything together, giving a sense of completion while also making you think or encouraging action.
Here’s how I wrap it up:
- Summarizing Key Takeaways: I briefly restate my main points, but rephrase them to avoid repetition.
- Offering a Call to Action (Subtle or Direct): I might encourage you to think differently, try something new, or share your own experiences. This could be a question for reflection, a challenge, or an invitation to comment.
- Ending with a Memorable Thought: A strong final sentence or short paragraph can leave a powerful, lasting impression. This could be a powerful quote (briefly attributed for context), a hopeful outlook, or a provocative question.
- Echoing the Beginning (Optional): Sometimes I’ll refer back to my opening hook to create a satisfying sense of completeness.
- Avoiding New Information: The conclusion is for wrapping things up, not for starting new discussions.
- For Example: “So next time you find yourself rearranging your desk instead of tackling that report, remember it’s not a moral failing, but perhaps a signal to break down the task, or simply to acknowledge the mental hurdle. The path to productivity often begins not with brute force, but with a nuanced understanding of your own procrastinating mind. What’s your most elaborate procrastination ritual?”
The Art of “Entertaining”: It’s More Than Just Jokes
When I talk about entertainment in a column, it’s not just about being funny. It’s about engagement, making it relatable, and keeping you captivated through compelling writing.
Storytelling: The Language Everyone Understands
We humans are wired for stories. We remember narratives much more easily than dry facts. I try to weave short, relevant stories into my columns.
Here’s how I tell stories:
- Personalizing Information: I explain concepts through my own experiences or the experiences of others (with permission/anonymity).
- Creating Characters (Even Myself): When I recount a story, I treat myself or others as characters, making them relatable.
- Building a Narrative Arc: Even a small story within a column should have a beginning, middle, and end, even if it’s just a sentence or two for each.
- Showing, Not Telling: Instead of saying “it was chaotic,” I describe the spilled coffee, the barking dog, and the missed deadline that shows chaos.
- For Example: Instead of “It’s hard to learn a new skill,” I might try: “My first attempt at coding felt like trying to assemble IKEA furniture with a blindfold and mittens. Every line of syntax was a defiant screw, every error message a guttural roar from the digital abyss. But then, a flicker of understanding, a small victory, and suddenly the struggle transformed into a thrill of discovery.”
Relatability: Connecting Through Shared Experiences
Readers connect with what they see in themselves or their own world.
Here’s how I build relatability:
- Using “You” and “We”: I address you directly. I use inclusive language, when appropriate, to build a sense of shared experience.
- Acknowledging Universal Feelings: I touch upon common frustrations, joys, fears, or aspirations.
- Drawing on Common Dilemmas: I present scenarios or questions that you likely grapple with.
- Being Vulnerable (When Appropriate): Sharing my own struggles or imperfections in a controlled way builds trust and relatability. It shows I’m human, too.
- For Example: When discussing financial anxiety: “That knot in your stomach after checking your bank balance, the one that whispers ‘are we there yet?’ every time you think about retirement. We’ve all felt it.”
Humor: The Flavor of My Writing
Humor, when used thoughtfully and authentically, can make even complex topics enjoyable.
Here’s how I use humor:
- Knowing My Audience: I consider what you, my reader, might find funny, and what might be offensive.
- Aligning with My Voice: My humor needs to feel natural to my established voice. If I’m generally serious, a sudden burst of slapstick might feel jarring.
- Subtlety Over Slapstick: Often, a wry observation, a clever pun, or self-deprecating wit is more effective than obvious jokes.
- Using Stories for Humor: A funny personal story often lands better than a standalone joke.
- Not Forcing It: If humor doesn’t naturally fit a particular point, I don’t try to shoehorn it in.
- For Example: Discussing the absurdities of corporate jargon: “In today’s dynamic, paradigm-shifting, synergistic ecosystem, we must leverage our core competencies to really, truly, move the needle. Or, as my grandmother put it, ‘Get off your keister and get it done.'”
The “Inform” Part: Delivering Value, Not Just Fluff
While entertainment draws you in, information keeps you coming back. My column has to offer genuine value and insight.
Research and Credibility: More Than Just Opinions
Even my opinion columns benefit from a foundation of truth and factual accuracy. I’m building trust with you, my reader.
Here’s how I ensure credibility:
- Fact-Checking Everything: Especially startling statistics, names, dates, and claims.
- Consulting Reliable Sources (My Own Knowledge): I draw upon my own expertise, experience, and the knowledge I’ve gathered over time.
- Acknowledging Nuance: Life is rarely black and white. I present different perspectives or acknowledge the complexities of an issue. I try to avoid oversimplification.
- Being Objective (When Appropriate): While my column expresses my viewpoint, I present facts objectively. I try to separate my opinion from verified data.
- For Example: When discussing a scientific topic, I make sure my understanding of the basic principles is accurate before I start interpreting or applying them through my unique lens.
Clarity and Conciseness: Respecting Your Time
You’re busy. Clear, concise writing ensures my message gets across efficiently.
Here’s how I keep it clear and concise:
- Eliminating Jargon: Unless my column is highly specialized and my audience is exclusively experts, I avoid overly technical language or explain it clearly.
- Short Sentences, Short Paragraphs: I break up long sentences and paragraphs. This makes text less intimidating and more scannable.
- Active Voice: Generally, I use active voice (“The dog chased the ball” instead of “The ball was chased by the dog”). It’s more direct and impactful.
- Pruning Redundancy: I read through and cut out any repeated words, phrases, or ideas. Every word should earn its place.
- Focusing on the Core Message: If a sentence or paragraph doesn’t serve the main point, I consider removing it.
- For Example: Instead of “It is important to ensure that one’s financial strategies are adequately aligned with their long-term objectives,” I might write: “Align your money with your long-term goals.”
Providing Actionable Takeaways: Empowerment Over Just Information
An informative column doesn’t just present facts; it empowers you, the reader.
Here’s how I empower you:
- Offering Solutions or Strategies: If I identify a problem, I suggest practical ways to address it.
- Providing Food for Thought: I encourage critical thinking by posing open-ended questions.
- Suggesting Resources (Conceptual): I might refer to types of resources or approaches relevant to my topic.
- Empowering, Not Commanding: I frame suggestions as opportunities or possibilities, not strict rules.
- For Example: Instead of simply reporting on stress, a column might suggest: “To combat digital burnout, try a 15-minute ‘screen fast’ every few hours – actively step away from all devices and engage your senses in the real world.”
SEO for My Column: Making Sure I Get Found
While entertainment and information are crucially important, optimizing my column for search engines ensures my valuable insights reach a wider audience organically. This isn’t about keyword stuffing; it’s about smart, strategic integration.
Keyword Research (Understanding the Themes)
I think about what my ideal readers would type into a search engine to find the kind of information I offer.
Here’s how I do it:
- Brainstorming Core Topics: I list the main subjects and sub-topics I cover in my column.
- Thinking Like My Audience: What problems are they trying to solve? What questions are they asking?
- Considering Long-Tail Keywords: These are more specific phrases (e.g., “best budget travel tips for solo women over 50” instead of just “travel tips”). They often have less competition and attract highly targeted readers.
- Varying Keyword Placement: I don’t just repeat the same phrase. I use synonyms and variations.
- For Example: If my column is about sustainable living, I think beyond “sustainability.” I consider phrases like “eco-friendly home products,” “reducing plastic waste,” “DIY composting for beginners,” or “ethical fashion choices.”
Strategic Keyword Placement
I integrate my chosen keywords naturally throughout my column.
Here’s how I place keywords:
- Column Title: My title should be compelling and include a primary keyword (e.g., “The Entrepreneur’s Guide to Authentic Branding”).
- Introduction: I weave my main keywords into the first few paragraphs.
- Headings (H2, H3): I use keywords in my subheadings. These act as signposts for both readers and search engines.
- Body Content: I distribute keywords naturally throughout my paragraphs. I don’t force them in, or my writing will sound robotic.
- Conclusion: I briefly reiterate my main keywords here.
- For Example: For a column on productivity:
- Title: “Unlock Your Day: Practical Productivity Hacks for Busy Professionals”
- H2: “Overcoming Procrastination: The First Step to Higher Productivity”
- Body: “Implementing these productivity hacks can transform your workday…”
Readability and User Experience: SEO’s Unsung Hero
Search engines favor content that users enjoy. Highly readable, well-formatted content keeps readers on the page longer, signaling value.
Here’s how I ensure readability for SEO:
- Short Paragraphs: As I mentioned, they are easier on the eyes.
- Bullet Points and Numbered Lists: I use them to break down complex information. They improve scannability.
- Clear Headings and Subheadings: They guide the reader and improve organization.
- Bold Text: I use bolding sparingly to highlight key concepts or phrases.
- Concise Language: I avoid overly complex sentences or flowery prose.
- Logical Flow: I ensure a clear progression of ideas from start to finish.
- Mobile Responsiveness (Implicit): I assume my column will be read on various devices. The layout and formatting should adapt.
- For Example: Instead of a dense paragraph listing benefits, I might use:
“Benefits of Effective Time Management:- Reduced stress levels
- Increased output and quality of work
- More free time for personal pursuits
- Improved decision-making abilities”
The Final Polish: Editing for Excellence
No matter how brilliant my ideas, poor execution through sloppy writing will undermine my efforts. Editing is where good columns become great.
Clarity and Conciseness
I revisit the principles I discussed earlier, but put them into aggressive action.
Here’s how I get it crystal clear:
- Reading Aloud: This is the single most effective way to catch awkward phrasing, choppy sentences, and repetitive words. My ear will pick up what my eye misses.
- Cutting Redundant Words: I look for phrases like “in order to,” “due to the fact that,” “at this point in time,” and replace them with simpler alternatives (“to,” “because,” “now”).
- Eliminating Overused Adverbs and Adjectives: Often, a stronger noun or verb can replace an adjective-adverb pair (e.g., “walked quickly” vs. “strode” or “raced”).
- Simplifying Complex Sentences: I break long, convoluted sentences into two or three simpler ones.
- Looking for Clichés: I replace tired phrases with fresh, original language.
- For Example: Original: “He was absolutely and undeniably determined to embark upon a journey of profound self-discovery, leading to an entirely different perspective on life.” Edited: “He was determined to embark on a journey of self-discovery, seeking a new perspective.”
Pacing and Rhythm
A well-paced column keeps you engaged. It has a natural ebb and flow.
Here’s how I control the flow:
- Varying Sentence Length: I mix short, impactful sentences with longer, more detailed ones.
- Varying Paragraph Length: I don’t let all my paragraphs look the same. Some can be short and punchy, others slightly longer for development.
- Strategic Use of Breaks (Paragraphs, Subheadings): These provide visual breathing room and mental pauses for the reader.
- Reading for Flow: Does one paragraph naturally lead into the next? Are there jarring transitions?
- For Example: Imagine an exciting scene in a story. Short, sharp sentences build tension. Longer sentences can then slow the pace for reflection or description. I apply this musicality to my column.
Mechanics: Grammar, Spelling, Punctuation
These are non-negotiable for me. Errors erode my credibility faster than almost anything else.
Here’s how I ensure my mechanics are sound:
- Proofreading Meticulously: I don’t rely solely on spell checkers; they miss context.
- Taking Breaks: I step away from my column for a few hours, or even a day, before my final proofread. I catch more errors with fresh eyes.
- Reading Backward (for typos): Reading sentence by sentence, or even word by word, from the end to the beginning can help catch typos and omitted words because it breaks your natural reading flow.
- Focusing on Common Errors: I know my own personal grammar weak spots (commas, apostrophes, homophones like “their/there/they’re”).
- Getting a Second Pair of Eyes: Highly recommended. Another set of eyes will almost always catch something I missed.
Continuous Improvement: My Journey as a Columnist
Writing a definitive column isn’t a destination; it’s a perpetual journey of refinement for me.
Feedback Loop
I actively seek and internalize constructive criticism.
Here’s how I get better from feedback:
- Soliciting from Trusted Peers: I ask other writers, editors, or even intelligent non-writers for honest feedback.
- Being Specific in My Ask: Instead of “Is this good?”, I ask “Is the argument clear?” or “Does my voice come through?” or “Is this part entertaining?”
- Listening Actively, Defending Less: The goal is improvement, not validation.
- Not Implementing Every Suggestion: Discerning feedback means understanding what truly aligns with my vision and what doesn’t.
Reading Widely and Critically
I analyze what makes other columns effective.
Here’s how I learn from others:
- Reading Columnists I Admire: I deconstruct their work. What makes their introductions compelling? How do they structure their arguments? What’s their unique voice?
- Reading Columnists I Don’t Admire: I identify what doesn’t work for me. Is it the tone? The lack of evidence? The rambling nature?
- Reading Outside My Niche: I broaden my perspective and discover new writing techniques.
Consistent Practice
Writing is a skill, and like any skill, it improves with regular effort.
Here’s how I keep practicing:
- Setting a Schedule: Whether weekly or bi-weekly, I commit to a regular writing routine.
- Writing Even When I Don’t Feel Like It: Discipline often outweighs inspiration.
- Keeping a “Spark File”: I note down ideas, observations, interesting facts, and potential column topics as they occur to me. This builds a reservoir for when inspiration is low.
Crafting a column that both entertains and informs is a masterful blend of art and science for me. It requires a distinct voice, a clear purpose, a structured approach, a commitment to valuable content, and an unwavering dedication to polish. By understanding and diligently applying these principles, I believe I can elevate my writing from mere words to impactful, memorable conversations that resonate with you long after you’ve finished reading. My column won’t just fill a space; it will command attention, enlighten minds, and forge a connection with every reader it touches.