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 even 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?" 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 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."
*********************************************************
Alexandria Brown is president of AKB Marketing
Communications. Her FREE monthly e-zine gives "how-to" tips on
writing compelling copy for Web sites, brochures, and e-zines. Learn
how to attract new clients and strengthen your customer
relationships! Subscribe today at
http://www.akbwriting.com or by
e-mailing
mailto:KBMarCom-On@lists.webvalence.com
*********************************************************