Magnetic

writing
10yourtipscontent
to make
irresistible

Kieran Drew
Hey hey,

Intro
Thanks for downloading this e-book. It’s a collection of tips that
helped me most over the past few years, covering:

• Writing

• Editing

• Ideation

I’ve given examples for each tip, and it’ll probably take you 15
minutes to read through. Some stuff will be more relevant to
you than others depending on what you’re up to online. The
final two tips require a little bit of elbow grease but it’ll help
massively with your messaging.

Reach out if you have any questions,

Kieran

1
Tip 1

Broad to grow,
specific to sell

2
 A deadly combination for your business:

A large audience and a tight email list.

More reach means more followers. Your newsletter converts those followers into fans.

But most people think you ‘build’ an audience on social media. You don’t — you
attract one. These are real people with real problems, and the key to pulling them
into your world is to understand how much they know — and write accordingly.

To do that, we’ll use Eugene Schwartz’s concept of ‘Market Awareness Levels’.

Social Media Awareness Levels

Unaware:

People aren’t aware of their

problems or the possible solutions

Problem aware:

They know about their problem, but

not about the solutions

Solution aware:

They know about their problem and

some solutions, just not yours

There’re five levels, but for simplicity sake we’ll focus on the first three.

Think of writing like fishing.

If you can’t catch people’s attention with your first few sentences (your hook), you
can’t pull them into your world. On social media, most people are unaware of their
problems, so the best way to catch attention is with a broad hook — like fishing with
a net.

But on your email list, most people are aware of their problems. They signed up
because they have a job that needs to be done. Now, you speak directly to their
problems and present solutions — like using a spear to catch fish in a barrel.

Tip 1: Broad to grow, specific to sell 3

 Let’s compare two hooks:

Social media content The same concept in email

“ “
Unless you have 90 hours in your
In the past 19 months, I’ve made week and want to sell every
$500,000 online.

second of your life, it’s a tall

order to grow to multi-six figures
How? Following the PYP in revenue without building a
principle.

digital product.

Here’s how it works: So let me tell you how I’ve made

$500,000 in the past 19 months
using the PYP principle:

” ”
Can you feel the difference?

The first has mass appeal — so it has a higher chance of reaching more people. The
second speaks to busy entrepreneurs who want to grow their business (pain and
problem) and understand how to fix it (products).

Of course, you can use specific hooks on social media. But because algorithms push
popular content and throttle the rest, you stand less of a chance of catching the
attention of your target audience. Plus, it’s never fun to write a piece that passes like
a fart in the wind — so use specific hooks sparingly. Keep most of the magic for
email.

And the PYP principle?

This is an example of a unique mechanism, a curiosity-oozing concept that helps you

stand out from your competition.

(H/T to George Ten for first showing me this concept. And if you’re
interested, I explain the PYP principle later in this e-book).

Tip 1: Broad to grow, specific to sell 4

Tip 2

the rule of
one

5
 Stick these three ‘internet writing rules’ on your fridge:

People enjoy simple content

People like to feel special

People are busy

Most people waffle and wander from their point. They complicate instead of clarify
or worse, they write to everyone and so write to no one.

Now, you might say, “Hey, Kieran — I’m fishing with a net here! Isn’t everyone a great
target?”

You don’t wanna fish for tuna and come back with shark, right? You need to know
what you’re fishing for. And your reader wants to feel like you’re speaking directly to
them, not like they’re part of a crowd.

Magnetic writing is clear, engaging, and specific.

Enter the Rule of One.

For everything you write

Write to one perso

About one proble
Sharing one solutio
Using one stor
With one call to action

Let me show you what I mean.

Tip 2: THE RULE OF ONE 6

 Writing online is the best way to grow your business.

(ONE PERSON: ENTREPRENEUR WHO WANTS TO WRITE)

But there’s never been more competition for attention.

(ONE PROBLEM)

Every year, the internet gets noisier as more people realise the great
online opportunity. Creators flood the market with commodity content
and ChatGPT pumps out relentless generic ideas. These days, it’s almost
impossible for you to reach your future fans.

(ONE STORY)

But here’s one tool guaranteed to slice through the noise:

(ONE SOLUTION)

The Rule of One

Write to one perso
About one proble
Sharing one solutio
Using one stor
With one call to action

Specificity is the secret. Narrow your focus.

(ONE CALL TO ACTION)

Take a minute to plot out your Rule of One before you write, then use it to guide
your content. If you stray from the path, cut it out. Your reader will be grateful.

If you’re new to my email list, keep an eye out for the One True Fan email
in a few days’ time — it’ll make your target audience much, much easier.

Tip 2: THE RULE OF ONE 7

Tip 3

use the most

beautiful
word in the
English
language

8
 Google the most beautiful word in the English language, and you’ll get stuff like

Auror
Solitud
Plethor
Euphori
Serendipity

They certainly look good on the eye, but they ain’t the prize beauty.

The show-stealing word?

You.
Nothing rings as sweet as the word ‘you’ because when we read, we only have one
question on our mind:

What’s in it for me?

The more you say ‘you’, the more people will pay attention (which means the more
they’ll pay you money).

People screw this up in two ways

When they tell stories about themselves

When they talk about their reader’s problems.

Let’s solve both — first, the personal story:

A golden rule of storytelling is remembering you’re not the hero. Your reader is. Even
if it’s about you, it’s about them. Treat it like a conversation and bounce between
‘you’ and ‘I’.

Tip 3: use the most beautiful word in the English language 9

 Compare:
“ Last week I had a brilliant win for my business. I had taken a big risk
and wasn’t sure if I’d see the fruits of my decision. But on Thursday, a
client reached out to tell me that they would sign on for another
year — despite me doubling the price of my offer. I feel amazing.

... Yawn — what an ego! ”

“ Last week, I had a brilliant win for the business. I’d taken a risk by
doubling my prices because you can’t get stuck selling your time
forever. Now, you might think 2x is extreme, but on Thursday, my
client said yes and signed on for another year. Charge your worth.

”
If they feel like there’s something to gain, your audience will love your stories. But if
you use ‘you’ wrong, they’ll never read you again. What do I mean? Well…

People don’t enjoy feeling bad — they enjoy feeling good.

Groundbreaking, right? But many writers forget this fundamental. It’s your job to
remove blame and empower change. Not make them feel like crap.

Compare:

You are fat because you overeat and can’t control your diet.

We get fat because dieting is hard and overeating is easy.

The fix is simple.

Whenever it’s the reader's fault, remove the blame or put it on an enemy.

Talk about ‘we’, ‘they’, or ‘I’.

Whenever it’s in the reader's benefit, empower them. Use ‘you’.

We put on weight because Most people struggle to write

dieting is hard and overeating is well because they overthink it.
easy. But if you can fight that Perfectionism and imposter
voice stopping you from getting syndrome rear their ugly heads.
your dream body, you’ll realise Here’s how you solve it: Focus on
the issue is in the mind. output and f*ck the outcome.

Tip 3: use the most beautiful word in the English language 10

Tip 4

Make your

writing a

slippery slide

11
 In his book Breakthrough Advertising, Eugene Schwartz nailed the aim of writing in
one sentence:

Your ad always begins with your market, and leads that

market inevitably towards your product.

Writing is advertising — you’re in the business of selling ideas.

Simply put:

Your job is to meet your audience where they are and take them where they
want to go.

We discussed the ‘meeting’ in tip one with hooks.

Next, it’s to get them to the end by helping them glide down the page.

Joe Sugarman, another legendary copywriter, called this Slippery Slide Writing.
You can make your writing almost irresistible to read by using tools of the trade like
Short first sentence
Small paragraph
Question
Storie
Bullet
Visual
Sub-headline
Varied sentence length
Seeds of curiosity and open loops (like the PYP principle — which we’ll discuss
soon)

These tools are important because your reader gets a little squirt of dopamine when
they finish something they started. That dopamine makes them receptive to your
ask. It could be to join your newsletter from a social media post or to buy your
product from an email.

And if you want an example of the slippery slide in action?

Just re-read this tip.

TIP 4: MAKE YOUR WRITING A SLIPPERY SLIDE 12

Tip 5

Be the guide,
not the guru

13
 ‘Steal this system.’

‘Build this business.’

‘Follow this framework.’

Social media’s full of chumps telling people what to do. To avoid being one of them,
do the opposite:

Show them what you did.

It’s a simple shift in perspective that leads to much more interesting (and profitable)
content. And it’s simple to do — just swap How To’s for How I’s.

Take a look:

HOW TO BUILD A 7 FIGURE AGENCY

THE 7 STEPS I TOOK TO BUILD A 7 FIGURE AGENCY IN UNDER 12 MONTHS

HOW TO LOSE 30LBS OF FAT

HOW I HELPED MY CLIENT DAVE LOSE 30LBS OF FAT IN 6 MONTHS
(AND GET IN THE BEST SHAPE OF HIS LIFE)

HOW TO BUILD AN AUDIENCE BY WRITING ONLINE

HOW I USED THE ‘MAGNETIC WRITING’ PRINCIPLE TO ATTRACT AN
AUDIENCE OF OVER 200,000 PEOPLE (AND BUILD A MULTI-SIX
FIGURE BUSINESS AS A RESULT)

You are your own niche, differentiator, and cheerleader. Get comfortable framing
your advice through the lens of perspective, and people will look forward to hearing
yours. And the entrepreneurs they pay most are the ones they know, like, and trust.

TIP 5: BE THE GUIDE, NOT THE GURU 14

Tip 6

THE 33% RULE

15
 You can be a shitty writer so long as you take editing seriously.

In fact, most first drafts suck because they represent how we think — just a bunch of
half-cooked ideas swirling around in the chaos. Editing is where you piece together
your thoughts like a puzzle. This is why Paul Graham says writing is thinking. The
more you work on ideas, the better they become.

Before publishing, your writing must be:

Concise Curious Clear

In High Impact Writing, these are called the 3 C’s of sexy copy.

Here’s the secret to conciseness. Instead of aimlessly editing to make your piece less
wordy, set a target to reduce your word count by 33% before you publish. This forces
you to ‘kill your darlings,’ as Stephen King once said.

Let’s see it in action:

Can you see how this tip might help you write in a more effective
manner? Instead of just ‘leaving it to chance’ you have a goal to aim for.
Because of that, you now have a forcing function to score the weight of
words and sentences individually. You’re a bit like the judge deciding who
gets to walk and who ends up in jail.

That’s 64 words, so let’s aim for 40.

See how this tip improves your writing? Editing is easier with a goal
because it helps you decide what words and sentences are most
important. You’re like a judge deciding who walks and who ends up in jail.

That’s 38 — and much easier on the eyes.

The 33% rule only gets more important and impactful the bigger the piece. You’ll
chop out paragraphs — and your audience will thank you with their continued
attention. Even this guide began with 15 ideas. Cutting out five hurt, but always
remember:

Your reader is busy. Write like it.

TIP 6: THE 33% RULE 16

 Three more quick-fire editing tips:

(1) Leave 24 hours before each round.

I follow a ‘triple tap’ process. First draft fast, second draft

slow, final edit to go.

(2) Read it out loud. If you wouldn’t say it, don’t write it.

If you stumble on a sentence, rewrite it till it’s smooth.

(3) Change the screen.

For the final edit, print the piece or check it on your phone.
It’s crazy how many more details you’ll pick up on.

TIP 6: THE 33% RULE 17

Tip 7

build bridges
for your
readers

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 There’s a gap between what you and your reader know — the curse of knowledge.

If you don’t bridge it, people will never understand enough to care. And people don’t
act if they don’t care. This means if you want your words to be a powerhouse of
persuasion, clarity is king.

Clear writing is a result of three factors:

Simple language Useful explanations Logical sequence of ideas

The problem is that we write from our point of view, forgetting that our reader
knows much less. When you edit, put yourself in their shoes by asking, ‘What the hell
do I really mean?’, sentence by sentence.

Either replace the sentence with a simpler answer or follow up with an explanation
— or both.

Let’s do a few examples:

Given that people dislike feeling unintelligent, the error in most digital writers’ work is
that they utilise complicated terminology that alienates their reader
You will lose your reader if you use big words because they hate feeling stupid.

The best technique to expand your newsletter growth is to create something highly
valuable yet not overwhelming, then request their email address in exchange.
If you want to grow your email list, give people something quick and useful in
exchange for their email. Take this guide for example.

Presentation of concepts is much more e ective with parallelism, particularly in triplets

ff

because this number hold a deep psychological appeal to the reader.

People like it when you present your ideas in threes ust like these examples .
(j )

The challenge of overcoming the curse of knowledge is that the more you know, the
less you remember how hard it was to learn in the first place. Speak to your
customers often. Save every question they ask. And always keep your One True Fan
in mind.

TIP 7: BUILD BRIDGES FOR YOUR READERS 19

Tip 8

don’t write
words, paint
pictures

20
 You might write words, but people think in pictures. If you want spellbinding
sentences and hypnotic copy, you have to help them see what you say.

Your paintbrushes include

Storie
Analogie
Metaphor
Anecdote
Personificatio
Specific details

Let’s unpack each:

Stories & anecdotes

A friend once told me that no point should be made without a story and no story
should be told without a point. Why? Because stories ‘stick’ in people’s minds, giving
your ideas more impact.

For example, the story about my neck:

Now, you don’t need to break your neck to share a good story (although it helps). In
fact, the most important stories for your business are the simplest: the ones your
reader can relate to most. Remember, they’re the hero. If they feel your story and
see themselves in it, they’ll trust you more and buy your solution.

You’ll see me share stories and anecdotes (short stories) in most of my emails —
keep an eye out to see them in action.

TIP 8: DON’T WRITE WORDS, PAINT PICTURES 21

 Analogies
Analogies illustrate your ideas to make them more clear and catchy. For example, I
could tell you about how writing attracts attention and the more you do it, the
better the relationship with your reader. Or I could say that writing is like a magnet
that pulls people into your world and converts followers to fans. Which sounds better
to you?

Examples:

Editing is like piecing together a puzzle.

Email is like having a conversation with a friend.

Writing online is like employing thousands of little workers to grow your business. But
unlike people, words don’t get tired.

Metaphors
Unlike analogy, metaphor is a direct comparison. Instead of saying writing is like a
magnet, writing is a magnet. This makes your presentation more poetic and concise.

Examples:

Writing is a journey where the destination is unknown.

Entrepreneurship is a rollercoaster that twists and turns with every decision.

Social media is a tool to catch attention but also a trap for your attention.

TIP 8: DON’T WRITE WORDS, PAINT PICTURES 22

 Personification
Personification gives human-like attributes to non-human things, making
descriptions more vivid and understandable.

Take the line above. A metaphor can’t really steal attention, but ‘steal’ replaces an
entire sentence of me explaining that readers can’t focus on your ideas if they’re
trying to work out what you mean.

A few more examples:

Great writing sings to the reader.

Your product lifts people up from their problems.

Your best ideas are lurking in the corners of your mind.

Specific details
If writing is about painting pictures, specificity is the difference between a blurry or
crisp image. It takes your reader from thinking ‘I kinda get it’ to ‘I can see precisely
what you mean’.

Examples:
I grew up in a military school.

When I was a kid, my mornings at military school involved marching in the freezing cold and
firing rifles before the school bell rang.

Ever wondered why some creators get all of the attention?

Flick through Twitter for 10 minutes and you’ll realise that 1% of creators hoard 99% of the
attention, whilst the rest are left scrounging for the scraps.

This guide will make you a better writer.

This guide will make your words pop, sentences sing, and cash register ring.

Times, dates, colours, smells, and other senses are all opportunities to be more
specific. And now that you’re writing and editing like a pro, let’s finish this guide with
the most important yet overlooked concept of magnetic writing:

The quality of your ideas.

TIP 8: DON’T WRITE WORDS, PAINT PICTURES 23

Tip 9

Five For,

Five Against

24
 How you feel about a topic seeps through onto the page.

If you’re bored when you write, people will be bored when they read. If you’re
fascinated, your audience will be too. This is why the best writers follow their
curiosity. Energy and emotion are the best writing hacks that no one speaks about.

A magnetic message pulls people into your world, and

repels haters.

The only two questions you need

What do you believe strongly about that most people don’t

What pisses you off?

If you want a cult-like following, infuse your strongest ideas into every tweet, post,
email, article, and offer. This makes your message seriously magnetic. But often, you
don’t know your tastes until you try many meals, so let’s start by brain-dumping
answers, and then we’ll distil them into the five ideas so they’re easy to reference
(and easy to resonate with).

Here’re mine:

For — BRAIN-DUMP:

Creating fans should be your top priority (1)

Overdeliver at every opportunity (4)

Reputation is everything (2)

Do less, but better (5)

Writing is the best skill in the world (3)

Your time is worth much, much more (4)

Long term relationships over short-term revenue (1)

Giving value is a great way to build your business (4)

You can outwork and outlast a lack of talent (4)

Money is a tool to create the life you want (2)

Impact is a better goal than income (1)

Writing requires unique, useful ideas (3)

Personality and storytelling are just as important as advice (3)

TIP 9: Five For, Five Against 25

 FOR — FIVE IDEAS:

(1) Fans come first

(2) Prioritise reputation over revenue

(3) Writing is a magnet for success

(4) Long-term games

(5) Do less but better

AGAINST — BRAIN-DUMP:

People who talk about just making money (1)

People who sell a dream of easy work (2)

Manipulation and tricks (2)

People who give advice from no experience (3)

People who pretend to get results (1)

People who steal content (blatantly) (3)

People who spend money early and wonder why they don’t get rich (4)

Short term thinking (4)

People who think they’re better than others based on how rich they look (5)

Victim mindset/unnecessary complainers (4)

AGAINST — FIVE IDEAS:

(1) Thinking money is the meaning of life

(2) Trading integrity for income

(3) Monkey marketers and commodity content

(4) A lack of responsibility

(5) Ego

Consider this list your business’s first principles. The next step is to turn them into a
magnetic message.

TIP 9: Five For, Five Against 26

Tip 10

The 4 W’s of
Winning Ideas

27
 A winning idea lights your reader on fire, getting them to declare:

“Yes, this is precisely how I feel!”

“Finally, someone said it!”

“Wow, this is useful!”

And most importantly:

I feel like this person gets me.

If you can create these four emotions, the internet is your playground. Most people
stumble across them, but I’ve found four content angles that create them — and I
prefer the easy wins:

Why should my reader care?

What makes this different
What problem(s) does it solve?

When did I realise this?

What moment did I first find this
What other times have I noticed?

What can I build to help my reader win?

What is my unique mechanism?

Who else can support this argument?

Client
Stories & statistic
Mentors

Picture this exercise as mining your principles for interesting ideas.

Let’s run through using the ‘Fans Come First’ principle.

Tip 10: The 4 W’s of Winning Ideas 28

 [FANS COME FIRST]

Why should my reader care?

Different: Most people chase followers and dollars but it’s fans that build your
busines
Problem(s) solved: Lead gen, more and better customers, higher lifetime value,
more specificity in your content, more fun in your business

‘Why’ is crucial because it forces you to frame ideas around your readers’ desires. It
would be useless to say, ‘fans are important’ without backing it up. You have to show
you’ve thought deeply about a topic — else you’re just another ChatGPT platitude-
pumping machine in the sea of noise.

Tip 10: The 4 W’s of Winning Ideas 29

 [FANS COME FIRST]

When did I realise this?

As a dentist → lead gen was entirely word-of-mout
As a writer → mistake of chasing followers for growt
Releasing High Impact Writing → Two six figure launches in five months

‘When’ helps you find stories.

A key part of storytelling is engineering ‘aha’ moments for your reader.

The line ‘but then I realised’ is powerful copywriting.

For example, here’s a piece inside High Impact Writing’s salespage:

‘Aha’ is a combination of surprise, recognition, and excitement. It’s an emotional

moment. And emotional states prepare your reader to take action. This leads us to
the next question:

Tip 10: The 4 W’s of Winning Ideas 30

 [FANS COME FIRST]

What can I build to help my reader win?

Fan-first approach (decision making framework

One True Fan framework (reader psychology

Screw audience building, audience attracting (magnetic writing

Success Story Framework (buyer psychology

Small touches stack up (Bonjoro, emails, etc — do the things that don’t scale)

To stand out in the sea of noise, you need to build unique mechanisms. It could be
systems, frameworks, stories, anecdotes, metaphors, analogies, or coined terms. The
aim is to build an ‘Armoury of Insights’.

THE 3 PILLARS OF MAGNETIC WRITING

This armoury is your protection against competition — a collection of unique and

useful concepts.

Take this guide for example. I’ve introduced you to many ideas. If you resonate, you
might go on to buy High Impact Writing — where the entire ethos is around
creating fans and attracting customers for your business.

Let’s wrap this up.

Tip 10: The 4 W’s of Winning Ideas 31

 [FANS COME FIRST]

Who else can support this argument?

Clients: Share screenshots of results and compliments. Questions from clients
(answer them in public — bring back to fans)
Stories & statistics: Harley Davidson with a 95% reorder rate
Mentors: Superfans Pat Flynn. Overdeliver Brian Kurtz. Minimum viable
audience Seth Godin. 1000 true fans Kevin Kelly. Happy customers Andre
Chaperon. Zig Ziglar, my favourite quote.

Writing is like sales.

In sales, every time you make a claim, you create skepticism. If you don’t address it,
your prospect doesn’t purchase. The same is true for ideas. You need to support your
points with proof if you want your audience to buy into them.

The most powerful form of proof is client results. But you can also borrow credibility
from famous people — the authority-by-association technique.

THE 3 LEVELS OF SOCIAL PROOF

Tip 10: The 4 W’s of Winning Ideas 32

 Here’s how I could use my clients:

Last week, I received an email from Antonio, a High Impact Writing customer:

Unlike Antonio, I have no previous marketing experience. But I can tell you my
entire philosophy in just three words, and explain how it might make you a lot
of money:

Fans come first.

Let me explain.

After explaining my unique and useful idea, I could naturally pivot into presenting
High Impact Writing as a solution to attract more fans for your business.

See how powerful proof can be?

Tip 10: The 4 W’s of Winning Ideas 33

 FOR THE FINAL TWO TIPS
Go for a walk, clear your head, then sit with pen and paper and brainstorm.
Write as many hooks as possible. Then, take a day or two to relax. Come
back, and pick 30 ideas that excite you most.

Set yourself a 30-post challenge, then at the end, look at the data and ask

What did my audience enjoy

What did I enjoy?

The second question is the most important. To paraphrase Seth Godin, if you
always follow your audience, you’ll eventually end up selling porn. But if you
keep following your energy, in both writing and business, I promise it’ll lead
somewhere great.

TIP 9 & 10: 30-post challenge 34

Thank you

plus a little
bonus tip

35
 Thank you for taking the time to read this guide and giving me your attention — I
appreciate it and hope you found the exchange worthwhile.

Oh, sorry, what’s that?

The PYP principle?

Of course! I almost forgot.

If you were waiting for this, that’s a seed of curiosity in action — it’s like a Netflix
show finishing on a cliffhanger (but make sure you close the loop — else your reader
won’t be happy).

So what’s the principle?

PYP stands for ‘Productise Your Progress’.

Chances are you’re busy selling your time. But as your writing becomes magnetic, if
you build a product, you can earn with your mind instead by writing.

The problem is most people think they need to be an expert to make a product.

Screw that.

You only need to be two steps ahead and have experience solving a common
problem.

PYP has a crazy compounding effect because not only will it generate revenue, but
your products will build relationships too — creating fans for you.

For example, my first product was the Viral Inspiration Lab — a way to solve writer’s
block. I was new to the writing niche but sold over 700 copies in a year. I landed
loads of clients on the back end, and once I’d proven my writing frameworks could
scale their businesses, I built High Impact Writing.

tip 11: a little bonus tip 36

 So let me ask you:

What common problem have you solved for your clients?

What conversations are you having often?

What steps do you help them take

Turn the answer into a produc

Create broad based content on socia

Turn followers into fans in emai

Then invite them to invest

Now, the more you write, the more you earn.

tip 11: a little bonus tip 37

Thank you
If you found this useful, please let me know by emailing [email protected] —
I reply to every email and I’d love to hear how your journey is going (fans come
first!).

Oh, and if you’re interested in growing your brand and business by writing online,
you’d love my course High Impact Writing. Over 1,800 entrepreneurs are using it to
attract an audience the right way (no brain dead content). Come check it out here.

Otherwise, I hope you enjoy my newsletter.

Thanks again,

Kieran

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