How to write / online

Updated: Jan 14

"But I'm not a writer!"

It doesn't matter, you're an expert at something, you just don't know it. So write an article about how you solve a problem or about your unique Point of View on an issue.

Write 5 pages then edit it many times over a few days to make it clearer. Each day spend a few minutes making it better. When you get writers block - stop. Start again tomorrow. Don't worry about what it sounds like as long as there is a clear progression of ideas or steps. Don't promote yourself or your business in the article. Your name and website at the end of the article takes care of this.

Then phone a few writers. Hire the one that 'gets you', they'll edit it to 2 pages - easy. Make sure they don't use formal language to impress you, to justify their fee. It must be easy to read, clear and impressive

How to REALLY stand-out ...

Explain the downside of what you sell AND how to avoid it

Instead of telling people how good you are, like all your competitors. Help customers by explaining typical problems they may encounter when they use your product / service. Then explain why they won't experience those problems because of your, unique built-in solutions or training or support or ...

Example. Article Title - The 3 pros and cons of a CRM software and how we help you avoid the cons

People don't read online. They scan (hunt) for information.

So being easy-to-read is important

Format is more important then content (yes I said it) when reading online because a great article that's hard to read, won’t get read as much as an average article, that’s easy to read…

Be understood and useful Don’t get caught up in appealing to peoples emotions and impressing people.

Concentrate on the fundamentals. Make it useful, because if you’re too Salsey or Fluffy, they’ll leave

Make it easy to read, here's how...

o Short n Sweet. ‘Chunk’ it out

o Lots of White Space

o Headings and Subheadings

o Bolding

o Bullet points

o Sub-bullet points

Problem - Articles not being read. Solution - Be 'skimable' by Using a number in the title. E.g. “7 ways to warm-up before a Surf.” Then the reader can scroll past the warm-ups they already know.

Problem - Corporate Speak. E.g. “Leveraging multiple vehicles of communication.” Really?! Solution - Use plain English. “Trying different ways to contact people” sounds better.

Problem - Hype. E.g. “We are the Best / Premier / Award Winning / Exceptional.” Solution - Leave it out. Make your customer feel good, instead of making yourself feel good.

Problem - Too many long words. Solution - Assistance – Help. Frequently – Often. Constructed – Built. Demonstrate – Show.

Problem - Wishy-Washy Writing. "We provide superior service" Solution - Use a Guarantee “We guarantee to respond to emails in 2 hours and always answer your calls, or it’s 20% off your monthly Bill.” Now THAT’S a Guarantee.

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