7 steps to write better long-form pieces

Originally crafted for mere mortals, this guide has now been revamped for the chaos-loving geniuses of The Freelance Lab. Buckle up.

I used to write for a living. And now I write for fun. This post could be applied to any long-form writing you do: Blog posts, newsletters, articles, or heck, even client proposals.

But as anyone who’s ever scribbled, typed, or dictated thoughts knows: Writing can be as fickle as one's success with online dating. One day, you’re smashing out poetry-worthy prose; the next, you’re wondering if "the" is even a word anymore.

Here’s the thing: My job now is often quite demanding, and finding time to write a blog post... well, it's just hard to prioritise.

But there's no time for existential crises over sentence structure! My workflow has to be airtight. I decided I needed a system to help me get my act together — fast — so writing a blog post doesn't turn into a 3-year self-discovery trip through Tibet (although, an appealing idea now that I write that...).

Why does this system work?

1. It’s formulaic. Humans, we love familiarity; so having a formula is like giving your brain a cozy blanket.

2. It keeps me focused. No more meandering prose about my cat’s breakfast when I’m supposed to be writing about sustainable design (not that I do either of those things, but you get the idea).

Let’s dive in (and yes, there’s a free template at the end, because who doesn’t love free s***).

Step 1: Design Your Reader

Stop writing for “everyone.” Everyone isn’t reading your blog.

Pick a specific type of reader. Be ridiculously specific. Picture their favourite coffee order, their most-used emoji, and the thing that makes them cringe the most at parties.

Here’s how I do it:

• Characteristics: Do they like bullet points or heartfelt anecdotes? Are they "LOLs" or "Haha’s"?

• Struggles: What keeps them up at night? (Besides TikTok.) Address that.

• What I want them to think after reading: For example: Wow, I can actually write a blog post without crying.

• What I want them to feel after reading: Hopeful? Pumped? A little bit smarter than their neighbour? Whatever it is, let it guide your tone.

Step 2: Write Your One-Liner

This is your North Star. If your blog post were a tweet, what would it say? If you can’t sum it up in one sentence, take a lap around the block and try again.

Pro tip: Use ELI5 (Explain Like I’m Five) language. Explain your goal to your pet goldfish so they could understand it.

I slap this at the top of my draft as a constant reminder. It’s like a GPS for my writing brain: recalculating every time I start to wander off-course.

Step 3: Make a 5-Bullet Summary

Before you leap into your magnum opus, sketch out a TL;DR version.

Five bullets. No more, no less. It’s your blog post’s elevator pitch.

Ask yourself: “If I only had these five points to get my message across, would people get it?” If not, back to the drawing board.

Step 4: Brain-Dump Your Structure

This step is messy. Let it be messy.

Dump your ideas like you’re emptying a junk drawer. Use bullets, scribbles, or interpretive dance if you must. Structure is your safety net, not a straightjacket.

Here’s what I check at this stage:

• Does one section naturally lead into the next?

• Is my conclusion actually conclusive, or does it just stop?

• Is there a red thread pulling the whole thing together?

Your structure doesn’t need to be pretty. It just needs to exist.

Step 5: Write in Chunks

Do NOT—I repeat—do NOT try to write the whole post in one go. It’s not a novel, and you’re not Hemingway. (Yet.)

Pick a section. Write it. Don’t edit. Move on.

Editing while you write is like trying to vacuum your house while spilling glitter everywhere. Trust me, it’s a waste of time.

Step 6: Rewrite the Intro

Your first draft intro? Trash it. I mean it. Write the whole post, then go back and rewrite the intro. By then, you’ll actually know what you’re introducing.

(Sounds dumb, but it's revolutionary, trust me.)

Step 7: Write the Title

The title is the cherry on top. You don’t bake a cake starting with the cherry, so why would you do that here? Your title should hook, promise, and deliver—all in about 7 words. It’s a big ask, which is why it’s the final step.

And Finally…

Writing is a muscle. Some days you’ll crush it, other days you’ll feel like you’ve been skipping leg day for years.

The only cure? Keep writing.

Write ugly sentences. Write nonsensical sentences. Just keep going until they start making sense again.

You’ve got this. And if you need a cheerleader, I’m here — pom-poms at the ready.