Already a member? Login here.

What makes a good bait piece?

A good bait piece should stick to the Four U’s©: Unique, Urgent, Useful, and Ultra-Specific.

Topics should:

  • Solve a problem (Example: How to Write an E-book in 7 Days or Less)
  • Offer a blueprint to success (Example: A Master Marketing System)
  • Share new research and explain how it affects your readers (Example: Social Media Stats and What to Do With Them)
  • Create an extended list (Example: 101 Headlines for Your Swipe File)

Think about your audience. What do you think they would like to know? Search social media or forums for what questions seem to come up frequently. Gather a few ideas and then narrow your list down to one idea that you’ll really be able to excel at.

For more information about how to structure your bait piece, check out these articles:


← Common Questions About B2B Copywriting
Scroll to Top