The Jackpot Dot approach is one of the few techniques that can help you improve your content writing skills on the fly.
Quick context: The popular ‘Connect the dots’ puzzle game requires you to connect a series of sequenced dots in the right sequence, to reveal the hidden object. As a content writer, you are the game master and in charge of setting up the dots, to take your audience into an adventure.
But giving your audience a good time doesn’t mean you have to make it easy. We’re hardwired to value things that require an investment from us and you want your audience to invest their energy into your content. Not too much of course. Just enough to give them a dopamine rush every now and then.
Examples Of The Jackpot Dot Approach
Example Content:
World War 17 lasted the entirety of 3 hours and came to a conclusive end with the Hugo Boss Brits hammering the Coca Cola Kiwis into oblivion, unlike World War 12 which went into significant overtime but still ended in an uncomfortable draw between the Michelin Mexicans and the KFC Kenyans. The teams were getting better at this every year and had come a long way since FIFA commercialized war after the 5th World War.
The Jackpot Dot (Your audience’s takeaway):
War is clearly no longer lethal and happens regularly, so countries can hash it out in a fully regulated commercial sports event held annually. It is still war though, so there must definitely be a strong element of violence and dominance.
Example Content:
Jack and Jill went up the hill to fetch a pail of water. Jack fell down and broke his crown because the hill had a rather precarious incline. Also, mummy and daddy knew that Jill was the smart one who would go off to college and Jack would do best if left to shepherd the ba-ba black sheep. Little did they know that he was going to be their golden ticket when he sold the cow for beans.
The Jackpot Dot (Your audience’s takeaway):
This is a world in which the nursery rhymes of our childhood have come true. And the Jack we read about in ‘Jack and Jill’ nursery rhyme was the same Jack we read about in the ‘Jack and the Beanstalk’!
The Dos & Don’ts
- Don’t overdo it in an attempt to over-incentivize too frequently or hold off too long when using the Jackpot Dot approach in your content.
- Small spaced out wins are better than trying too hard or trying to hold on to your reader’s attention until the end. You don’t want the reader to take your content for granted.
- Condition your audience quickly! Make it clear that you will give them a prize at the end of every mile-marker if they stay with your.
- The more mind-boggling your idea, the more deeply you’ll want to root it on turf that the audience is familiar with.
- Don’t waste time in trying to construct a full world. Draw the lines and then give your audience room to fill in the colors of their choice.
Takeaway
Your content has to create a world that gets the audience curious. Start with something that they know and then give it a twist that hooks them in. Make sure that they walk away with more than what they came for.
Digital Marketing Dynamite 