You’ve heard it time and time again: if you want to get your name out
there, write articles and allow them to be freely reproduced (with a
resource box pointing back to you, of course). Largely, that is true. A
well-written article can:
- help you build your profile as an expert
- draw traffic to your site, and
- help you to build a database of potential clients through associated e-courses or a newsletter.
So far you probably haven’t heard anything you didn’t already know. What
YOU are likely to be struggling with is the process of actually writing
the article. Sure, you can come up with the content – but how do you
really grab those readers? How do you keep their attention all the way
through? And most importantly, how do you make them want to come back
for more?
Let’s assume that you understand the basics of constructing and editing
an article (it has a beginning, middle, and an end and you know how to
check the grammar and spelling.) Most of us can manage that. But if
you’re not content with simply “getting something out there” – if you
want to WIN readers – then you need to start thinking about what they
want to know, rather than what you want to tell them.
Put your readers first – every time. Give them what they want, and
they’ll be queuing up to read anything you produce. Give them something
bland (or worse, blatantly self-serving) and they’ll blast by you so
fast you’ll be spinning in the back draft.
The following four steps will give you a blueprint for writing articles that captivate your readers – whatever the topic.
1. Find Out What Your Readers Really Want
Sometimes you’ll know what they want because you’re an expert in the
field, and understand the problems. If you don’t know the subject area
well, you’ll have to do more research. Look for forums on your topic and
see what people are discussing. What are the problems that need
solving? Can you provide an answer? (“If they have a headache, give them
an aspirin.”)
2. Start With An Attention-Grabber
Spend time working on your opening. Try to avoid trite questions like
“Have you ever wondered why so many people find it difficult to lose
weight?” Firstly, it’s dull. Secondly, it’s not targeting the person
reading the article – what do they care about the difficulties “many
people” have with losing weight? They only care about THEIR weight
problem!
Try to come up with an opening paragraph that gives the reader that warm
“Hey, this is about me!” feeling right away. Better still; try to
generate a rush of excitement – “This could be the answer I’ve been
looking for…”
Example: “The diet gurus make it all sound so easy: to lose
weight, all you have to do is expend more energy than you take in. Huh!
If it were that simple, the “Big People” stores would be out of business
in a heartbeat. Luckily for those of us who are tired of diets, gyms
and dull group meetings, there is a back-to-basics way to tackle this. A
way that won’t cost you a fortune or leave you feeling deprived.”
3. Write As You Speak… Then Edit!
The sample opening above also illustrates the importance of the tone you
use in your article. You need ‘meat’ in each article, of course, to
make it worth reading – but make sure it’s not indigestible!
You’re better off writing your article in a natural, relaxed style
that’s akin to normal conversation. It doesn’t matter if the first draft
is a little too informal – you can fix that when you edit. Naturally
you don’t want to irritate your readers with a too-breezy style, but
too-formal is worse. Readers may want facts, tips, and strategies, but
they hope to be entertained, too! Let your personality shine through.
4. End On A High
What’s one of the biggest problems with most articles? They fizzle out!
Writers often don’t know how to end on an upbeat note. They either just
stop dead or they come up with a trite ending like: “So what are you
waiting for? Get started today!”
The beginning and the end of your article are the two parts that make
the biggest impression. Start by creating a feeling of anticipation…
and leave them feeling satisfied (or excited) when you finish.
If you are offering advice to help them solve a problem (like obesity)
gives your readers a reason to feel optimistic and good about them.
Don’t make rash promises… but do offer hope. If you are giving hints
on marketing or business, sum up the benefits of acting on your tips.
You can also experiment with using a pithy/humorous quote, or giving
readers a specific action to get them started. Be creative – and don’t
rush it.
Here’s a final tip: create an article-writing cheat-sheet for
yourself. Divide it into beginnings/middles/ends and add more useful
strategies as you think of them. (For example, using the tips in this
article, you might write: ENDINGS – end on a high, offer hope, use funny
quote, suggest action to get started.)
Do this, and you’ll be steadily cranking out articles that everyone wants to publish!