There are a thousands ways you can wound your content. You can maim the grammar, dismember the flow, or disembowel the central thesis. But the easiest way to actually kill your content is the double tap – a poor headline and no hook in the first paragraph.
For the most part, a shot in the headline will be more than enough to kill your content. But even content that has been left for dead without a headline still gets the occasional visitor through the aimless portal reader or loyalty subscriber. So, just to be sure, it’s important to make your first paragraph as bland and general as possible, without a hook that would otherwise pull the reader in.
This double tap of a poor headline and no hook in the first paragraph will ensure your content is good and dead, buried six feet under the digital topsoil, never to be read again (at all).
