Squidblog

Storytelling is a huge factor in your lens’s success.

When stories ramble, run too long, or are out of order, the punchline is lost. The takeaway is buried.

Instead, think of each lens like a book.

First, there’s the title. Good nonfiction titles communicate the meaning of the book while also grabbing your attention. Titles like French Women Don’t Get Fat, or The Tipping Point, or The World is Flat. Now, think about your lens title (and the URL attached to it). Does it stand out? Is it tied in to your topic? Does it make sense?

Then, there’s the front cover design of your book (lens). Your cover is your chance to make a whopping first impression. It should suggest what the book is about, and be more than a little intriguing, right? So too of your lens image. Otherwise someone might just put the book back on the shelf and move on to the next. (Would you take a second look at a book with a blank cover?)

Next up is the brief intro, which gives your readers the big picture overview of what this lens is about, talks a little about your topic or idea, and even highlights what someone could learn from it.

Followed by… the modules; think of these as chapters. Each chapter develops another aspect of your topic. Think about where each chapter goes. Should you swap chapter 9 with chapter 3? Do you want to open your book with photos, text, a definition, a link, or the product you’re talking about? The better chapter 1 is, the more likely your reader will continue to chapter 2, and so on. Ordering matters.

And what about a conclusion? Great books end with provocative conclusions that make you want to DO something. Some great lenses end with funny signoffs: “So long, and thanks for all the fish!” Some close with an inspiring “What To Do Now” call to action (donate to this charity, buy this book, contact me!–of course, you can open your lens with those as well). But saying adieu can make for a classy conclusion.

Finally, the back cover. Turn over any John Grisham or Stephen King novel, and what do you find? Them, staring back at you! Photos add personality, authenticity, and trustworthiness to your lens. And don’t forget an author bio… Tell us what you do and why you’re good at it. Show off a little. Remember, no one else has this exact experience, this perspective, this unique view, this recommendation.

This is your topic. Your book. Your lens.