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Writing Small Business Articles
That Get Read
Many of us have
been asked to write an article at one time or another. Maybe it's a contribution
to the company newsletter. Or a promotional article to gain publicity for
ourselves or our companies. Some of us write articles regularly for clients.
No matter why you're writing an
article, it's your responsibility to make it be interesting - otherwise no one
will read it. (Except you)
So how can you make your article
interesting and engage your reader? It's all about the ANGLE. First pick your
topic. For example, let's say your topic is something boring ... 'car wax.' Now,
here's where many people start writing.
Stop! You need an angle! What
aspect of car wax do you want to write about? Is there anything new or sexy in
the world of car wax that people are interested in? Some ideas: how the new
generation of car waxes helps protect your paint job for twice as long, OR, an
overview of the best five brands of car wax on the market, OR what the best type
of wax is for your particular car. Get it? These are all angles. (By the way,
I've never personally waxed my car, so please take these ideas with a grain of
salt! ; ))
Ready to brainstorm your angles?
Here are seven article 'formulas' to get you started. Some elements of each may
overlap with each other, but each formula is truly a distinct animal.
1. THE HOW-TO People love how-to
articles! They lead the reader step-by-step through how to reach an objective.
They also sometimes offer resources the reader can contact for more information.
What expertise do *you* have to
share? Turn that subject into an interesting how-to for readers. Examples: 'How
to Make Your Employees Stick Around Forever,' 'How to Find the Best Dress for
Your Figure,' and 'How to Promote Your Business for Free.'
2. THE LIST This is one of the
most basic formulas and the easiest to write. Give a short one or two paragraph
intro, then launch right into your list. Keep each item to a few sentences max.
People love numbers, so number your list and give your total number in the
title! Examples: '31 Ways to Organize Your Office,' '15 Tips for Pain-Free
Feet,' 'Five Reasons Management Won't Be the Same in 2001.'
3. THE 'STRAW MAN' Here you set up
a premise and knock it down, showing the benefits of your alternative view or
approach. This is ideal to use when you're discussing the drawbacks of a new
practice or method that's controversial right now. Here's a great example we
often see on the covers of health magazines: 'Are High Protein Diets the Key to
Fast Weight Loss?' As the reader, you get all excited, thinking you've
discovered an amazing dieting revelation. But the article reveals, point by
point, that high protein diets are unsafe for the long term, and that of course
the only reliable way to lose weight is through a sensible diet and exercise. Oh
well! Back to the treadmill....
4. THE MINI CASE STUDY Raise a
provocative question and then answer it with three or four real-life examples.
Example: For an article titled, 'Should You Quit Your Job and Go Freelance?' you
could begin with a few stats on how today's workforce is leaving the corporate
world in search of solo bliss. Then you could feature a few real cases, each
with different outcomes to show all sides of the issue.
5. THE INTERVIEW Choose a credible
expert to interview for your article. For example, if your topic is the latest
trends in banking, you could interview a top banking industry analyst. Present
it in either a traditional article format or do a Q&A format.
6. THE TREND Trends aren't just
for fashion! Whenever a trend sweeps a certain profession, you'll suddenly see
dozens of articles covering the topic. From the latest hairstyle to the latest
tax shelter, people want to know all about these trends - their origins,
benefits, and drawbacks.
7. THE STUDY FINDING These
articles report the results of a study or survey. If you do a bit of research,
you can probably dig up a recent study on which you can base your article.
Examples: 'Blue Chip Companies Cutting Marketing Budgets Across the Board,'
'Armadillos Now Deemed America's Favorite Pet,' and 'More 20 Somethings Finding
Love Online.'
(c) 2000 Alexandria K. Brown
Alexandria Brown, Marina del
Rey, CA
ali@ezinequeen.com
http://www.ezinequeen.com
Alexandria K. Brown, "The E-zine Queen," is author of the award-winning manual,
"Boost Business With Your Own E-zine." Learn how to write, publish, and promote
an e-mail newsletter that PROMOTES YOU and attracts new clients. Learn more now
and sign up for FREE tips at www.ezinequeen.com
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