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How to write articles that look good and are good​​​

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For small businesses your articles (and videos) are the start of a conversation. Don't say something you wouldn't say to their face. Unless you're a Billionaire, then sure, go full idiot mode and say anything you like. You're off to Tuscany tomorrow anyway

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Stories are important. Marketers love to say, "you need to tell stories", to connect with people. Be Careful here. How do you feel when a stranger in a bar starts telling you a 'story'. Mmm. Maybe it's better to get straight to the point? Maybe stories are better when you have a relationship?

 

Don't try to persuade people, that's advertising. Educate like a fun school teacher

Write like you're talking to a smart mate

People want inspiration not persuasion

People (especially mature people) want contact and conversations not conversions

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  1. Start writing about how you solved a problem. The problem your audience want to solve

  2. When you get writers-block after 1 minute or 1 hour, stop. Start again tomorrow

  3. Repeat step 2. several times

  4. If it doesn't sound-right, speak it. Use that instead

  5. Write 3 pages then edit it down to one page, over a few days/weeks/months to make it clearer​
     

Maybe you could phone a few writers to edit your writing. Hire the one that 'gets' you. Make sure they don't use formal / stiff language to impress you and alienate your audience. Like Elaine's English Boyfriend. Paaardon!

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People don't ‘read’ online, they scan. So short words, sentences and paragraphs are generally better

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Don't aim for perfection, there's no such thing. Get the reader to have Aha! moments (like the Japanese poet in the movie Paterson by Jim Jarmusch)

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'Gated' content is when you ask for and email address in exchange for information. Don't do this. When you're starting-out you want to influence as many people as possible. Asking for an email makes people leave

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Here's the weird thing.

Articles have to be good AND 'look' easy to read

 

How to make articles, easy to read

  • Numbers in titles, makes articles more appealing. They're easier to follow and if a reader knows that point, they can skip ahead

    • ​7 ways to surf better beats How to surf better

    • 3 mistakes I made ... The reader saves time and money learning from your mistakes

    • How to ... in 4 steps, explained quickly and clearly

    • 3 pros and cons of ... Allows the reader to decide for themselves

  • Shorter words. Help not Assistance. Often not frequently. Built not constructed. Show not demonstrate. I'm not I am

  • Shorter sentences

  • Shorter paragraphs, 2 to 4 lines long

  • Lots of White Space (tiny paragraphs)

  • Headings

  • Bolding

  • Bullet points and sub-bullet points (see above)

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Your articles should be great

  • Rare. If your content is easily found elsewhere. It's not great

  • Point of View articles. Your PoV is found NOWHERE ELSE ON PLANET EARTH. Your PoV is a belief not just an idea. It's inspiring

  • 'How to' articles. If you can explain something in X steps, so it's understood quickly, THAT, IS ABSOLUTE GOLD. "GOLD Jerry GOLD"

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  • Trust is built slowly, over time. Educate don't sell. Showy persuasion makes you untrustworthy quickly. Like Ray the cleaner (the statue stealer)

  • Features before benefits. This is controversial. ‘Benefits’ (persuasion) are things that may happen in the future. Listing benefits, makes you assume (ass out of u and me) you know what your customer values. So, write the features-first, then ASK them what 'benefits' them

  • Be personal not 'professional'. Write like you talk. Being 'clever' may confuse people

  • Explain the downside of what you sell AND how to avoid it. Example. Article Title - 'The 3 pros and cons of using CRM software and how I help you avoid the cons'

  • Use 'visual' words. 'free shipping, both ways' = visual = you can see it. Not 'easy ordering'

  • Plain English beats Corporate Speak. Example, “Try different ways to contact people” beats “Leveraging multiple vehicles of communication.” Yes, someone wrote that

  • Don’t Hype. Example “We are the Best / Premier / Award Winning / Exceptional.” Make your customer feel good, instead of making yourself feel good

  • Don’t flatter or exaggerate. It’s trickery

  • Don’t empathise. How can you if you don’t know them

  • Be useful

  • Edit it a lot. The more you rewrite it, the better it becomes

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Next Article - Your first Website

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