Unlock the Secret to Writing That Captivates and Converts, Not Just Informs

Oh So Clear

Tens of thousands of articles are published every single day. And most of them? Pure information dumps. Mere facts. But facts don’t captivate. Facts don’t make anyone care. Facts don’t stick. Instead, they slide right off your brain like butter on a bald man’s head. The result? No one reads those tens of thousands of articles. And why would they? If your readers can Google everything you just wrote, why should they read your article instead of clicking on the search box themselves?

So what separates writing worth reading from the endless stream of regurgitated information? Think of it this way: readers don’t just want ingredients — they want a meal. And to understand the difference, let me tell you about the most disappointing dinner that never happened.

The El Bulli Test

Imagine you’ve somehow managed to time-travel back to the golden days of El Bulli, when Ferran Adrià was rewriting the rules of cuisine. This is the world-famous chef who turned his kitchen into a mad science lab, transforming olives into liquid spheres, turning carrots into air, and deconstructing omelets into culinary puzzles for your taste buds — all while convincing the world that foam counted as dinner.

As you’re welcomed at the door and guided toward your table, you’re as giddy as a cheese grater who’s just spotted a block of Parmesan. You’ve bent the laws of physics just to taste the food that bent the laws of cooking.

But instead of a legendary 30-course menu of molecular gastronomy, the waiter plops a grocery bag on your linen-covered table. Inside: some olives, a packet of gelatin sheets, a siphon, and a sticky note from Ferran himself:

Here are the ingredients for my signature dish. Enjoy!

You’d be very confused. And then, as the waiter drops a 270 euro bill and turns away, you’d get increasingly angry as you realize the bag of groceries is all you’re going to get. I mean, you didn’t risk paradoxes, step on a butterfly in the Jurassic, and burn out your flux capacitor just to end up with the same groceries you could buy at Mercadona for a…