How to Write an Article that Shows Your Value
It’s been said that writing is easy. You just sit in front of a blank piece of paper until blood comes out of your eyes. It’s a little less bloody now, of course, because we have computers. But for many, writing can be a mountain to climb.
At a recent meeting of the Tech Group vertical of All Cites Networking, founder Eric Shaw mentioned that although he’s asked for articles from the group, fewer than 10 percent actually respond with one.
Here’s how to change that.
Getting started on an article might just be the hardest part. But beginning is a lot easier when you know that the most effective articles are from 300-500 words. In other words, you can keep it short. It’s not a dissertation, and you don’t have to tell all that you know in a single article. You also want to keep it personal, making a connection between your reader and yourself. We are narrative creatures – think of our ancient ancestors sitting around a campfire telling stories. So, tell a story, bring in a short anecdote, connect. You’ll also want to show value, but in a non-pitchy, non sales-y way. What does that mean?
The most successful blog articles, and also LinkedIn posts and Twitter newsfeeds, are 80% informational and 20% promotional. Most of the material is offered in the “spirit of giving” – it’s useful to the reader. You can provide tips, how-tos, recommendations or market surveys. For example, in my line of work, I would offer insights on how to get more people to visit your website, or do a rundown on the best free applications like TweetDeck, Hootsuite or Seesmic that help you manage multiple Twitter or Facebook accounts. I wouldn’t be at all shy about mentioning my company, Red Cup Online Strategy + Media, and linking to it in the article. But you notice I didn’t lead with that. I feel good that I can provide information and be of service and I know that it will eventually come back to me. People are looking for solutions, and if you address a few hot button issues, like time management, how to get more referrals, how to scout for prospects, or how to be a better leader, you’ll find lots of readers.
If you’re experiencing a little writer’s block – and who doesn’t? – just take out a piece of paper and begin listing all the article ideas that come to mind. Don’t censor yourself – just let the ideas flow. Writing by hand actually uses a different part of the brain than when you type to a screen, so think of this as going to a gym for your brain and working on some thoughts instead of your abs. After a page or less, you’ll have a few good ideas to run with. I usually bullet-point those, breaking them out into a short outline that becomes my roadmap for the article.
One last tip: Before you publish, show the finished article to a friend, spouse or co-worker for feedback. If they can reflect back to you in a few sentences what it’s all about, you’ve succeeded.
Lee Schneider is a consultant with Red Cup Online Strategy + Media in Santa Monica, CA. He analyzes your online presence, builds a communication strategy for you, and grows your visibility so that people recognize the value you offer. He often writes articles for clients.
Comments (3)
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