How to write articles without manipulation

How to write articles that look good and are good

This is the start of your dream 'magazine'. Start with 3 niche articles.

1 How-to. 2 Point of View. 3 Personal.

Example - Resumes for Fashionistas

Post hardcore job-search tips, slow fashion, sales, sewing, shop/label launches, interviews, street, couture, plus size

Small businesses articles / videos start a conversation. If you wouldn't say it in-person, don't say it. Unless you're a Billionaire, then say anything you like. You're off to Tuscany tomorrow anyway

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. Inspire (Edu & Ent) like a fun schoolteacher

How to start writing

Start writing about a problem your audience have. A problem YOU have (mostly) solved
You don't need an opening/body/conclusion. People scan on the internet
When you get writers-block after 1 minute or 1 hour, stop. Start again tomorrow
Write X pages then edit it down to one page
If it something doesn't 'sound right', speak it. Use that instead
Juggle sentences and delete words to make it shorter and 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 snobby English boyfriend, "Paaardon!"

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

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)

Don't do 'Gated' content (get their email address in exchange for the content). When you're starting-out you want to attract as many people as possible. Asking for an email makes people leave

Writing attractive titles

Numbers in titles, e.g. 4 steps, are great because if the reader already knows a step, they can save time and 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
Add 'who'. Surf better - for advanced surfers
Add 'without'. Sell without being pushy or tricky
Add 'time'. Create a 5-minute pitch

Here's the weird thing.

Articles have to 'look' easy to read too, do this with -

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)

Your CORE articles should be great

Rare. If your content is easily found elsewhere. It's not great
Not rare, but quick. The same story, in half the time
Point of View articles. Your PoV is found NOWHERE ELSE ON PLANET EART. Could you Challenge a dominant belief
'How to' articles. If you can explain something in X steps, so it's understood quickly, THAT, IS ABSOLUTE GOLD. "GOLD Jerry GOLD"

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. Instead write about 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

Next Article - Your first Website