The Triple H Writing Rule
How I Learned to Write for the Real Hero
Most online articles fail for the same reason bad films do: there's no clear hero, no gripping opening, and nothing worth sticking around for.
I’ve been a copywriter for 25 years, and in that time—across 100's of client projects and a former life in journalism—I’ve seen the same three elements determine whether a piece lands or gets ignored.
I call it the Triple H Rule: Heroes. Headlines. Hooks.
Get these right, and your article engages, connects, and converts.
Get them wrong, and no one sticks around long enough to care.
Let’s break it down.
You’re Not the Hero, Your Reader Is
New writers make a common mistake, especially in the online space. They think telling their own story is enough.
But storytelling without empathy is just narcissism in disguise.
Every article needs a Hero. And it’s not you.
It’s your reader. For me, that’s John—a tired but hopeful solopreneur who’s been chasing online success for years without much to show for it.
He’s sitting at the kitchen table at 6:00 a.m., coffee in hand, scanning the first few lines of my article to see if it’s worth his precious time.
I’m not writing for everyone.
I’m writing for him.
If you want traction? You better know who your hero is.
And if you’re going to tell a personal story—always pivot it back to the hero's struggle.
Headlines Are Essential
Back when I was a journalist, you lived and died by your headline.
If it didn’t grab your editor in three seconds, it was spiked.
Online writing is no different.
You need to stop the scroll. And a boring headline won’t cut it.
Here are 3 bad headlines:
“5 Tips for Writing Better Content”
“How to Improve Your Blog”
“Thoughts on Copywriting”
(Yes, I’ve seen worse.)
And here are 3 great ones:
“The One Copywriting Rule That Landed Me a 6-Figure Client (And Why It Still Works in 2025)”
“What 25 Years in the Trenches Taught Me About Writing That Actually Gets Results”
“You’re Not the Hero—And That’s Exactly Why Your Content Isn’t Working (Yet)”
Big difference, right?
Your headline is your handshake. Make it strong.
Hook the Hero or Lose Them
Even with a killer headline, your hook—the first line or two—must earn the scroll.
This is where so many pieces fall flat. They whisper when they should punch.
Your hook should:
Address the hero’s pain
Show them they’re not alone
Prove you know the way out
3 bad hooks:
“In today’s digital world…”
“Copywriting is a skill everyone should learn.”
“Here are some thoughts I had recently…”
Delete. Delete. Delete.
3 great hooks:
“You’ve been writing online for years—and still don’t have an audience to show for it. That ends here.”
“This one content mistake quietly cost me over $12,000 in lost revenue. You’re probably making it too.”
“If you’ve ever poured your heart into a post only to hear crickets, you’re not alone—and this might be why.”
See the difference?
Great content isn’t about you—it’s about pulling your hero into a story that gives them hope.
And that's why you should always remember the Triple H Rule when writing your articles.
Give it a try on your next piece and let me know how it goes...
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