Dan Koe is a popular content creator who creates, among other things, a weekly letter. He uses his APAG structure for writing:

• A = attention (agitating and painting a picture of the problem)
• P = perspective (describing a perspective on the topic that I see as wrong and why)
• A = advantage (the benefits behind seeing it from my perspective)
• G = gamify (steps to overcome the problem and a challenge)

He’s also very keen on the Rule of 3, trying to maintain 3 main points in his writing, each with 3 subpoints. This is flexible though and he does, at times, have more or less than 3 main points but will shift subpoints around to balance things out.

That was all helpful but I wanted to take a more granular look at his writing. In other words, what exactly was he using to fill in that structure.

I took a look at a couple of his letters in detail and discovered a number of categories that he repeatedly uses:

• Assertions
• Stating the problem
• Stating the benefit
• Stating the result or desired result
• Questions
• Examples
• Process/How to

Recently, I applied what I learned to one of my own posts titled “How To Get Ahead Of 99% Of People (Achieve Your Potential)” This is in contrast to my previous posts, e.g. “5 Steps For Finding Your Passion & Getting Your Dream Job“. Feel free to compare and contrast and let me know if you think it’s an improvement.

The Analysis

Below is an analysis of Dan Koe’s letter titled “How To Write Authentic Content (Social Media Growth 101)“.

Title – How To Write Authentic Content (Social Media Growth 101)

• assertion
• assertion
• assertion
• problem
• benefit
• assertion
• problem
• bad result
• question – reader answers
• problem
• example – experience
• assertion
• promo

Point 1 – Your Topic Tree

• process
• question – reader answers
• assertion
• example – if/then scenario
• benefit

Subpoint 1 – Choose 2-3 Interests Or Skills You Want To Write About

• process

Subpoint 2 – Broaden & Breakdown

• wrong process
• wrong result
• example
• process
• example
• process
• benefit
• process
• wrong result
• process
• process – graphic
• process
• result

Subpoint 3 – Remember The 3 Pillars Of Social Leverage

• desired result
• assertion
• desired result
• examples – if/then scenarios

Point 2 – How To Write 3 Authoritative Content Pieces

• simple process statement
• justifying process
• example – personal
• process
• example

Subpoint 1 – Actionable Principles

• simple process statement
• benefit
• process
• example
• more process
• more process & result

Subpoint 2 – Importance Of A Topic

• problem & it’s cause
• process – Do this, not this
• result
• example
• example
• process – call to try, prompting questions

Subpoint 3 – Calling Out Common Mistakes Or Problems

• benefit of process
• result
• example

Point 3 – How To Get The Most Out Of Your Writing

• problem
• wrong process
• assertion
• assertion
• question – rhetorical
• assertion
• process
• benefit

Subpoint 1 – Broaden Your Content

• question – author answers
• question – author answers
• question – author answers
• assertion
• process
• process

Subpoint 2 – Study The Best Content Structures

• process
• question – reader answers

Subpoint 3 – Repurpose Your List Style Content

• process
• example
• example – graphic
• assertion
• recap
• promo

If you’re a fan of Dan Koe’s, you might me interested in my next post that I plan I writing about Dan’s core values and how they they have impacted his success. Be sure to subscribe to my posts so you don’t miss it!

Thanks for reading my stuff,

MJ