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🏷️ Categories: Writing, Attention.
The way of telling stories has changed.
Humans have mastered narrative since we were small and we retain this capacity to connect through stories throughout our entire lives (Denning, 2011). Traditionally, analog writing has followed a linear and unhurried structure because it worked very well for a reader who held a printed book and had relaxation time available, but in the digital environment, the rules of attention have changed completely. We no longer compete against boredom, we compete against the instant gratification of the next notification and stimulus on screen (Ward et al., 2017).
All of classical literary theory no longer helps us.
The screen demands a different rhythm.
To boost your reach and guarantee success as a writer on the internet, you need to take the psychology of the structure that always worked in books and adapt it to the digital world, where the reader decides in two seconds whether to stay or leave.
Without a style adapted to the new reading media, you become illegible.
In the digital world you can’t afford a slow introduction.
There exists a celebrated structure called the “Pixar Pitch,” popularized by Daniel Pink (2012). In his analysis of modern persuasion he uses a structure of six sequential sentences that condenses a complete story to guarantee its success. This is Pixar’s essential pattern for telling stories that hook.
But for the model to work in internet writing, it has to be sped up.
The 6-sentence formula:
Once upon a time... (Establishes the initial situation or status quo).
Every day... (Describes the normal, ongoing routine).
One day... (Introduces the triggering incident that interrupts the routine).
Because of that... (Details the first direct consequence of the interruption).
Because of that... (Details a later consequence or domino effect).
Until finally... (Resolves the tension and reveals the final outcome).
How does this apply to internet texts?
The title must merge the starting point (”Once upon a time...”) with the expected outcome (”Until finally...”). It defines the topic of the text, who it’s aimed at, what problem it solves, and what exact benefit the ideal reader will obtain. It works so well on the internet because the brain performs a rapid scan and demands immediate relevance to release dopamine and maintain focus (Wolf, 2018).
It’s pure psychology.
“On screen we read fleetingly. We are predisposed to pay attention to new information; from an evolutionary perspective, what is new, bright, and eye-catching could contain vital information for survival. It takes priority. Reading on screens creates a cycle of expectation and gratification.” — Doug Lemov, Forgetting How to Read (URL)
A good title stops the target reader in the middle of their scroll to read your text.
Then, the body of text will develop points 2, 3, 4, and 5 of the “Pixar Pitch.”
For the idea to sink into the mind, the introduction must be brief and rhythmic.
This is where point 2 of the Pixar Pitch (”Every day...”) is established: you must show the reader’s everyday situation (which can be changed or improved) or the routine of the reference figure (person or case to learn from). Here we learn what was behind this “Once upon a time...” where the initial situation was established.
And for this introduction to hook, we’ll use psychology.
According to Ziming Liu, a world expert in digital reading behavior, the structure that dominates is based on the constant alternation of rhythms to avoid cognitive fatigue and abandonment on screens. This style is very effective for searching for information, quick skimming, and rapid access via links (Liu, 2005).
This is due to the “F Effect.”
Nobody reads full articles on the internet. We read the beginning, jump to the middle, and abandon before the end. This behavior reduces comprehension and accustoms the brain to a fragmented consumption of knowledge.
The solution?
Write for the “F Effect.”
Through a dynamic pattern, a single short and impactful sentence is launched to capture focus, that idea is developed in a brief block or through lists, and it closes with a forceful conclusion. By eliminating all the unnecessary fat from the text and structuring the ideas clearly, the message is easy for the reader to scan and allows them to consume deep concepts quickly.
In the world of scrolling, this is the way to be deep in ideas without sounding boring.
If your text looks like a block of cement, the digital reader will flee.
In traditional narratives an opponent is needed to generate tension.
In digital writing, step 3 (”One day...”) occurs upon introducing the obstacle that prevents the reader from reaching their desired goal. There are infinite examples.
Sector: Learning
The enemy: The myth that you need “willpower” to concentrate when the real problem is the design of your environment.
How to present it: “One day you understand that you don’t suffer from attention deficit, but that your workspace is designed to distract you.”
The solution: A 3-step system to hack your physical environment and activate deep focus in under 5 minutes.
Sector: Personal finance
The enemy: The false belief that you need to earn a lot of money or be a math expert to start investing.
How to present it: “One day you notice that saving in a traditional bank account is making you lose money every year due to inflation.”
The solution: A minimal guide to automating your investment in index funds with just 50 euros a month.
Sector: Productivity
The enemy: The toxic culture of “always being busy” and confusing filling the agenda with being productive.
How to present it: “One day you look at your list of 20 pending tasks and grasp that ending the day exhausted doesn’t mean you’ve made progress on what matters.”
The solution: The rule of the one thing: how to prioritize your day around a single high-impact block of work.
The stories that work best on social media are those that challenge established beliefs, interrupting the reader’s routine (point 2 of the Pixar Pitch) with an uncomfortable truth. Your role is to embody that real transformation by showing the exact moment you decided not to keep doing the same as always. Another option is to tell how to achieve it from your position as an expert who has dedicated hundreds of hours of study to the topic.
The audience despises those who don’t practice what they preach and those who “sell smoke.”
Avoid it.
Steps 4 and 5 of the Pixar Pitch represent the domino effect.
The direct consequences of having challenged the status quo and the process of seeking a solution. On the internet, this phase is measured by perceived usefulness and the number of applicable ideas the reader can copy and paste into their own life (Berger & Milkman, 2012). Each paragraph of the text must break down the mistakes you made, the lessons you learned, advice you would give... It’s a frontal battle against the obstacle you posed, where you dismantle the reader’s objections and offer them practical tools, transforming abstract theory into concrete steps.
All this progress leads toward the story’s final resolution.
Everything guides the reader toward the final destination promised in the title: step 6.
The ending of the text gives a direct reward or a call to action that encourages the reader to act. By closing the text this way, you demonstrate that your text served to resolve a real need. Creators who master social media write using the psychology of these 6 phases, but there’s one last key idea.
The structure is flexible and you can adapt it to the length of the platform.
It’s not always necessary to narrate the 6 steps linearly; in fleeting formats, the key is to compress the structure to its essence. Here’s an example of how I used it to write a Substack Note.
The best reading advice I ever received: Read less.
The obsession with speed has turned reading into another form of anxious consumption. The books that truly change your life are inhabited, not devoured.
Please, read slowly, underline, and internalize those words.
Those who are always searching for “the next book that will change their life” will never let even one do. Read less, read slowly.
Due to the brevity of the format, I directly began the introduction with point 3 of the Pixar Pitch: “One day...”: One day I changed how I read.
From there, I developed it visually in the form of the “F Effect” with a clear block of text that exposes consequences and conflict (points 4 and 5): “The obsession with speed has turned reading into another form of anxious consumption...”
I continue with a direct request to the reader to experience the change for themselves: “Please, read slowly...”, to reach “Until finally...” the outcome (point 6) in the last lines, emphasizing the benefit and why that change is desirable: “Whoever always looks for the next book... will never let even one of them do it. Read less, read slowly.”
The 6-sentence structure holds the psychological keys.
Whether you write a long essay on your blog or a four-line text on social media, success lies in knowing how to expand or trim these phases. The goal is always the same: stop the user’s scroll, guide them through your text through a conflict they have, and offer them a valuable transformation for them.
That’s all.
— Álvaro
P.S. I also offer 1:1 consulting to help you grow on Substack.
If you’re just starting out and don’t know how it works, or if you’ve been at it for a while but are stuck, this will help you. I’ll help you find your direction, position yourself as a leader in your niche, and build a system tailored to your needs for sustainable growth.
My credentials? Over 100,000 global readers in 2 years, 100% organic growth, with 350,000 monthly visits. All from scratch, writing all by myself in my spare time.
If you’re interested, email me at: jardinmental@proton.me
Denning, S. (2011). The Leader’s Guide to Storytelling: Mastering the Art and Discipline of Business Narrative.
Pink, D. H. (2012). To sell is human: The Surprising Truth About Moving Others.
Ward, A. F., Duke, K., Gneezy, A., & Bos, M. W. (2017). Brain Drain: The Mere Presence of One’s Own Smartphone Reduces Available Cognitive Capacity. Journal Of The Association For Consumer Research, 2(2), 140-154. URL
Wolf, M. (2018). Reader, come home: The reading brain in a digital world.
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