Why readers love lists -- and why brand journalists should love to write them

Blogger Jeff Bullas has found out what David Ogilvy discovered in the 1960s and Guy Kawasaki echoed in the 2010s: People like to read and share lists. It's an invaluable lesson for the brand journalist.

Bullas writes on ragan.com:

I can hear some of you yawning. The reality is, in a time-poor world, giving people a list of things to do—for example, 10 tips for creating a great video—is the type of headline and article people click on. Packaging and chunking information tells your readers you won't waste their time. Lists are also easy to read and view. This type of content works well. 

Mark Regan calls this "refrigerator journalism." Reader's Digest built an empire on this format. David Wallechinsky created a series of best sellers in the 1970s with it.

Back when I reported for the Dallas Business Journal, our most popular and anticipated annual product was ... The Book of Lists.  We charged $35 per copy. It was that in demand.

My advice on writing lists for any brand journalist:

1. Learn it.
2. Live it.
3. Love it.