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| | The Minding Your Own Business Network is not currently active and cannot accept new posts | | Article Writing Made Simple | Views: 1528 | | Aug 09, 2005 12:21 pm | | Article Writing Made Simple | # | 
Caroline Jordan | | I wrote an article recently that has gotten a tremendous amount of feedback on the subject. It seems I hit a nerve (in a good way!) so I thought I'd pass it along to see if it will help some of you, too.
Best,
Caroline Jordan
www.TheJordanResult.com
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Article Writing Made Simple
by Caroline Jordan, MBA
A great way for self employed professionals to enhance their reputations is to write articles. But for many, the thought of writing an article calls to mind your school days of struggling to write a composition, trapped indoors while your friends played baseball without you.
Article writing doesn’t have to be difficult and the rewards are great. Since I started writing articles, my website traffic increased, signups for my newsletters increased, the media has sought me out, and I’ve become what Stephen Van Yoder calls “slightly famous”.
Here is the formula I use to write articles:
First of all, I do not see myself as a writer. You will not find me starving in a garret, suffering for my art. I see myself as a communicator. I have important and useful information to impart that can help people build successful businesses. When you look at it that way, it really takes a lot of pressure off you.
Secondly, your articles do not have to be Pulitzer Prize quality. They need to communicate information in a way your customer can relate to. If your customer is put off by high-falutin’ language, don’t use it. Speak in language that resonates with your customer. Remember, your intent is to communicate, not to win prizes or bludgeon others with your knowledge of polysyllabic words.
Next, start out by writing out a sentence or two (no more) that explains what you want to accomplish with your article. Your purpose is two fold: you want to establish your expertise in the eyes of your potential customers and you want those customers to do something. Here is an example for an article I am writing about how self employed professionals can enhance their reputations:
“I will write an article to give self employed professionals ideas on how to enhance their reputations which will result in more traffic to my website.”
That statement causes me to focus on achieving a specific result—more traffic…by providing specific information—reputation enhancing ideas. It really is the most important part of writing an article. Without that focus I am likely to head off on a tangent.
From there, develop a main thought and support it with three or four points. Add a brief story, a website to visit for more information, or a quote from an expert (that expert can be you) and you’ve got your article.
Sometimes when I get writer’s—-I mean communicator’s block. I grab my microphone and “talk” my article. This also ensures that my articles have a conversational tone instead of a boring professor monologue.
Give it a try and you'll soon be turning out articles with ease and enhancing your professional reputation.
Caroline Jordan, MBA helps self employed professionals who struggle to build their businesses, attract clients they enjoy, improve cash flow, and find additional revenue streams. For more success tips and strategies visit http://www.TheJordanResult.com
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Private Reply to Caroline Jordan | | Aug 09, 2005 12:57 pm | | re: Article Writing Made Simple | # |
TransactionBroker | | Thank-you, that information will help me in many different ways in my business.
It just really hit home and made sooo very much sence in articles, blogs, ad copy or conversation agendas.
great stuff, now i need someone to get what i do conveyed in your format to a very narrow niche.
those that can get it done. well their "marketing company" can make many multiple hundreds of thousands of dollars.
so, to those who think they can. contact me.Private Reply to TransactionBroker | | Aug 10, 2005 4:28 am | | re: re: Article Writing Made Simple | # |
Dave Young | | Hi,
First up, I truly believe in the power of using articles to promote your business/website. To attract visitors you have to do both of the following:
1. Create titles that really hit home with your target audience.
-and-
2. Post your articles where the majority of your target audience are found such as websites, magazines, newspapers. Only you know this the best.
I'm sure if you know your audience well you can come up with a list of a dozen issues they face the most. And when you can educate your audience on how to deal with those issues most effectively, they gain trust in you, your company and service or product.
Once you get create the list of issues, the rest is easy. Well, it's easy for a professional writer. :-)
Thanks!
Dave Young
Technical Writer
Help Author
Private Reply to Dave Young | | Aug 11, 2005 11:49 am | | re: re: Article Writing Made Simple | # |
Christopher Knight, http://EzineArticles.com/ | | Great article!
You had said, "Sometimes when I get writer’s—-I mean communicator’s block. I grab my microphone and “talk” my article. This also ensures that my articles have a conversational tone instead of a boring professor monologue."
Something that I've done similiar to what you do is after my article is written, I'll read it aloud as if I was leading a seminar with it. What sounded great in print suddenly didn't sound so great and this little tip often improves my articles by at least 10% better.
Happy Article Marketing!
Christopher Knight
http://EzineArticles.com/Private Reply to Christopher Knight, http://EzineArticles.com/ | | Aug 11, 2005 5:33 pm | | re: re: re: Article Writing Made Simple | # |
Cristina Manciu | | Hello Everyone,
I just wrote my first article, and it will be featured in the news section of Titanium Graphics website.
The problem is that I'm not sure if it sounds right. When I read it I get the felling that it's a little bit awkward. So if you could all please read it and give me your honest opinion along with any advice I would really appreaciate it. Also I wasn't sure how to end it, do I put my contact info, or just the website, do I say thank you?
Ok well here it is:
$1 A DAY Professionally Designed Website!
Titanium Graphics is launching a new program aimed at helping business of all sizes prosper online.
A buck a day special - We have created this package to allow every business to benefit from a great online presence without spending thousands of dollars to achieve it.
Having a powerful online presence is the beginning to achieving success or expanding you’re already successful business. A company's website is their window to the world.
Whether your company sells products or services, presenting them in a fun and easy way to your prospective clients is the key to getting their business. Our goal is to help entrepreneurs realize their full potential, without spending a fortune in the process.
Now think about this for a minute, for approximately a dollar a day, which is less then the cost of a cup of coffee; any business can have a professionally designed website/E-commerce site that includes everything you need to be online.
TG believes it is a great value – in-fact we are so confident that this is the best value you will find anywhere that we are willing to beat any other offer you may get from a design agency of a similar package.
There are no contracts, no hidden fees, 100% satisfaction guarantee and only a one time $200 set-up fee to get you started.
Any business can now afford to go online, for more information you can visit www.titaniumgraphics.ca
Private Reply to Cristina Manciu | | Aug 12, 2005 4:18 am | | re: re: re: re: Article Writing Made Simple | # | 
Ron Amundson | | It appears you are switching back and forth between a press release and an advertisement, instead of an article.
For example, it starts out in press release mode, and then it switches to "We have created...." now that might be a quote, but its stated in first person.
I'm guessing you are trying to hit all three purposes (press release, advertising, and an article) with one piece, and thats pretty hard to do imho. Then again, writing is not one of my better skills.
I think the awkwardness is do to switching between 1st and 3rd person. I think it might be easiest to tailor it as a press release, (change it all to 3rd person, and use an interview format).
RonPrivate Reply to Ron Amundson | | Aug 12, 2005 10:10 am | | re: Article Writing Made Simple | # | 
Denise O'Berry | | Cristina --
I agree with Ron's comments. The best place for you to learn the "how" of article writing is to hop over to Dina Giolitto's Article Marketing Mania network at http://amm-network.ryze.com/
Best regards,
Denise O'Berry
Network LeaderPrivate Reply to Denise O'Berry | | Aug 12, 2005 12:15 pm | | re: re: Article Writing Made Simple | # |
Cristina Manciu | | I will join Dina's network, thank you for your comments and pointing me to a great resource!
All the best,
Cristina Private Reply to Cristina Manciu | | Aug 13, 2005 9:06 pm | | Article Writing Made Simple | # | 
Jill Henry | | I agree that this "article" could benefit from a little more work. When I read it, I wondered, "What's in it for me?"
The piece tells me what's in it for the person who wrote the article, but it would benefit the reader to know how these services would benefit her business.
Now, I'm probably too picky about this type of thing because I have a degree in journalism, have written for several publications including a weekly business journal, and I'm now working on my master's.
By the way, most newspapers and magazines will not run your press release word-for-word. Smaller ones might because they are low on staff. But most will call to find out more information about your product or service and throw in some quotes to make it more interesting. They may ask you for the contact information of a client so they can beef up the story a little more.
Press releases that catch the attention of editors don't read like a sales pitch or a commercial. They need to have some sort of news hook.
Also, another important detail about writing press releases or articles -- Be careful of the quotes you use. I've sifted through tons of press releases at work that have ridiculous quotes that are there merely for the "Wow! We're so great!" factor.
Example of bad quotes:
"We're excited to bring our unique blend of aromatherapy and interior design, 10 years in the making, to the area."
"Smith Inc. is the No. 1 leader of candle-making supplies in the nation, with quality second to none."
Jill in Mo.Private Reply to Jill Henry | | Aug 14, 2005 8:56 am | | re: Article Writing Made Simple | # |
Ron Amundson | | Jill,
Could you fix those bad quotes, and give us some good examples? I think that many would find that very beneficial.
When I wrote press releases (and bear in mind, I'm not a writer), I'd pull the benefits out of our features/benefits fact sheet, and hit on a few of them, in trying to gain the interest of the audience. Is this a valid approach? Are their some tricks of the trade you would recommend to capture both an editors, as well as the audiences interest.
One of the things I struggle with, is it seems press releases have to sell in two ways. One to interest the editorial staff to get published, and one to interest ones target market to get sales. To me, the two sometimes are at odds.
Best regards
RonPrivate Reply to Ron Amundson | | Aug 15, 2005 3:09 am | | Press release tips from a journalist | # |
Jill Henry | | Hi Ron (and everyone else),
This is going to be long. Sorry! OK here goes...
The quotes that I used as examples of bad quotes really can't be fixed. Just avoid them. If you wouldn't say it in a normal conversation, don't put it in the press release. How many times do you say, "Hey, Bob. How are you? Acme Digital, a subsidiary of the highly profitable Mega Corp. of Sin City, founded in 1923 by John Doe, is excited to open its first satellite office in St. Louis, in a state-of-the-art facility." If you must include a quote, look back over it and ask yourself if it sounds natural and if it adds anything to the press release.
What makes a quote good?
The publication is going to contact you if they want to run the information in the form of a story. Let the reporter do her job and ask you some questions. Think before you speak and there you go -- there's your quote.
By "think before you speak," I mean remember when you are speaking to the press, you are always "on the record." There is no such thing as "off the record." Once you've said it, you can't take it back so don't even ask the reporter to delete something. And never, never, never ask the reporter if you can see the piece before it runs or approve the piece before it runs. NEVER. A news story is not an advertisement. If you were paying for an ad, then you would have the right to approve what it says. But if you were interviewed for a story you do not have the right to approve it. Just say what you mean to say. Don't bad-mouth others in the industry. It's amazing how many business people shoot their mouths off about someone else in the business and then they back peddle, trying to reword it or take it back.
Ron mentioned that it seems press releases have to sell in two ways.
First of all, as someone who has been on both sides of the press release game (sending them out and receiving them at publications), here's my advice. This is just my opinion. Speak up if you disagree.
From the viewpoint of a publication, the purpose of a press release is NOT to sell. Yes, YOU must sell things to earn a living. Yes, YOU hope the press release gets you some attention so you can sell more stuff. But to write an effective press release that catches the attention of an editor so she'll assign the story to a reporter, you must step back and not think of it as a sales tool at all, because it's not.
A press release should catch attention. It should inform. If its purpose is to sell, it will sound like a commercial or it will sound like PR fluff. That's not cool.
Don't even think of your press release as selling to the editorial staff or the reader. The editor will say, "Geez, this isn't news. This guy just wants to sell something." The reader would say, "This sounds like an ad, not an article. Did they pay the newspaper to write this or something?"
Why do YOU read articles? When you sit down to read the paper or a magazine, do you want to feel like you're being sold? Probably not. You want to know what's interesting about this business or the person who owns it. You want to know how the owner started the business. You want to know how come they make these unusual products or why their employee turnover rate is incredibly low. You want to know why they just moved to a huge new facility. You want to find out how the business owner is running such a high-revenue business from a tiny homebased office.
Here are a few press release tips. Keep in mind they're just the opinion of one person. I've been writing all my life and this is what I've observed working as senior reporter for a weekly business journal in a large metro area.
1. Don't spam publications with your press release or send them out willy-nilly. Five of us in the same office at the same publication would often receive the same press release. This is extremely irritating and doesn't win you any brownie points because the person who SHOULD receive your press release is bombarded with questions from co-workers ("Did you get the blah blah press release yet?" "Yes, I've received it several times. Thanks.") and they're bombarded with the same press release being forwarded to them by co-workers in addition to your original. Take the time to find out who should receive the press release and send it to that person and that person only. It may seem like it's easier for you to bombard them, but would you rather be known as stress-free and courteous or that person who keeps spamming the publication?
2. Don't conctact the publication and ask if they received your press release, if they have any questions, if they plan to run it, if they need more info, if they plan to write a story, if they'd like photos, if they need contact info from happy customers, etc. If they want to contact you, they'll contact you. A "reminder" to a busy, busy office will not endear you to them or make them suddenly want to interview you.
3. Don't contact the editorial staff and say, "Look, with all the money I spend on ads at your paper, you should be writing a story about my business." Any publication worth its salt will keep the editorial and advertising functions TOTALLY separate. News is news. You don't pay to be in the news.
4. When you're being interviewed, don't give the kinds of quotes that are pure PR. It wastes the reporter's time when you guard what you're saying so much that you don't provide important, interesting information about your business. If you seek media attention, be ready to provide some facts and figures about your industry and about your business specifically. Examples: I interview someone who tells me their business is the No. 1 business of its type in the state. Can I use this information in print? No. Why not? Because it doesn't tell me diddly squat. No. 1 in what? No. 1 in retail, wholesale? No. 1 based on what? Did some type of third party or trade association rank them all, or is this just the opinion of the owner? Everybody thinks their business is No. 1. How about if they tell me their business is the biggest of its type in the area? Biggest in square footage? Warehouse space? Number of employees? Be ready to provide some actual facts.
5. Don't tell the same story to different publications. If you send out a bunch of press releases and more than one publication contacts you for an interview, don't give them the same comments. Why? Because you'll end up with the same story (pretty much) in those publications. Not only will you appear cardboard and uninteresting to readers, the readers will think, "Wait a minute. Didn't I read this already in that other paper?" Plus the editorial staffs won't be too pleased to deal with you in the future if you offer everyone the same canned comments.
Well, those were a few DON'Ts. Here are a few DOs:
1. Do find out who to send your press release to and do get their name correct. You would be amazed at how many people send press releases off addressed to "Dear sir" in this day and age. Also, it's only common courtesy to spell the person's name right and to spell the name of the publication correctly. Do you really want the first impression that they have of you and your business to be negative?
2. Do take the time to proofread your press release. If you have trouble with basics, get some help:
Examples:
its, it's
your, you're
to, too, two
there, their, they're
accept, except
use to, used to
suppose to, supposed to
prolly instead of probably
supposably instead of supposedly
was, were
3. Do write your press release from the viewpoint of the reader. Why would the reader want to know what you're sharing? Is there some type of news hook? Or are you just writing it to get attention? Usually it shows if you're just writing to get attention, and those are the press releases that get tossed. What's interesting about your business? Has something happened in the news that suddenly makes your product or service popular? Has your business just won an award or received recognition from an association? Have you just hired someone? Promoted someone?
4. Do send photos if you have them. But don't send the old "grin 'n grip" photo. You've seen them before, usually in small town papers. Mr. A is handing Ms. B a giant check, they are shaking hands and looking at the camera. Don't do it. These are corny and the editorial staff will laugh at you. Sending a mug shot is the best bet. Send a photo as an attachment (not as part of a Word document), stored at 300 dpi or better, saved as a jpg file.
5. Do take the time to find out about the publication's reprint policy and copyright policy. In most cases, if you make a copy of the article and post it on your web site or make copies to pass out, you're violating their copyright. Yes, the story is about you and you provided information for it, but that doesn't mean you own it. THEY OWN IT. They own the story. It's their product and you need to respect that. Just because they spoke with you, is it OK for them to waltz in and grab part of your inventory for their own use? Nope. Same thing.
6. Do take advantage of opportunities to send a press release. Some great opportunities include: opening a brand new business, new hires, promotions, winning an award, an employee getting trained or certified in something of benefit to the company, the company or employees being recognized at a convention, company officials attending a convention or trade show or presenting, brand new invention or service or product, reaching an anniversary, moving to a new location, opening an additional location, helping a charity or nonprofit.
Yikes. This is really long. I'll just hush now.
Jill in MO
Private Reply to Jill Henry | | Aug 15, 2005 2:23 pm | | re: Press release tips from a journalist | # |
Denise O'Berry | | Jill --
These are all excellent notes about what to do and what not to do. Thank you for taking the time to share them with the members.
Interesting that you make this point -- "From the viewpoint of a publication, the purpose of a press release is NOT to sell."
I had a small business owner contact me a while back on a similar topic. She was all in a huff because the publication she sent her client's release to "had the audacity" to make changes. Um, yes, it's unusual for a publication to run a release verbatim. She just truly did not have a clue. (And yes, she was an advertiser with that publication so she thought she had special privileges.)
If any of you want to see the specifics of this issue, you can hop on over and read the blog post "If You Want Control -- Buy Advertising" at http://www.allbusiness.com/blog/JustForSmallBusiness/3357/000574.html
Best regards,
Denise O'Berry
Network LeaderPrivate Reply to Denise O'Berry | | Aug 15, 2005 6:02 pm | | Control over what gets printed | # |
Jill Henry | | Fabulous blog entry, Denise!
I would imagine the newspaper "toned down" their press release by finding a news angle rather than letting it stand as something that sounded like a commercial.
Running a press release that sounds like a commercial gives the reader the impression that the publication is endorsing the product or service. Other than the editorial page, Newspapers are NEVER to give an opinion. Reporters are NEVER to give an opinion. When you read a newspaper story, you should NEVER come away thinking, "Wow, that writer really doesn't like that politician at all."
Newspapers are to inform the readers of the truth on both sides of an issue, so including the names of competitors isn't a bad thing. Often there's a reason to ask competitors a question and include them in the story.
Maybe your press release was written because there's been a huge development in your industry. The editor decides it's worth a story. She assigns a reporter. The reporter does some research on the subject and then contacts you because he's got your name and phone number on the press release. If the story ran with your comments only, it would look like the newspapaer was partial to your business. That's why they'll often call a competitor to ask them a few questions. Have they noticed the same developments in the industry? Will it make the price of their product go up or down? Have they been in business for a long time and, if so, is this new development brand new or a cycle?
As for changing the press release, don't worry about it unless they totally screwed up some facts when they changed it. This can happen and if it does, let the editor know. NOT THE PUBLISHER. Send a polite email. Don't bother the advertising manager or the publisher with stuff that isn't their concern.
A correction can be run if there really was an error that changed the facts. A correction will NOT be run if you simply weren't happy with the way they rewrote it or you didn't like the headline or photo or whatever.
DO NOT demand a whole new story or free advertising in return. You'll just make yourself look like an a** (sorry!) and they'll remember you as being hard to deal with later on.
If you're pleasant to deal with, chances are on down the road when they're writing a story about something related to your industry, you've got a good shot at them remembering you and calling you for a quote. Hey, you could end up being "the competitor" that gets called for a quote when your competitor sends out a press release. Then THEY'LL be the ones thinking the story should've been totally about them so why did the paper call you...
Jill
P.S. You know how the media often gets a bum rap? Like a story will run and a person in the story will be upset and tell everyone that they were misquoted? Here's my taken on that. Yes, sometimes things are misquoted. But I've found this to be the case more often.
Businesswoman Smith gave me the facts that I was looking for during our interview. She gave me some great quotes. The story was clear, concise and to the point. Both sides of the issue were represented. But Smith's superiors weren't happy when the story ran because she gave information that she wasn't supposed to share. To try and cover her error, she tells everyone that she was misquoted. This has happened to me and I've proven my case when I play back the tape of the interview. And this is another reason I preach to business people to THINK before they speak. Don't feel rushed in an interview. Jot down the question and tell the reporter you'd like to think about that one. It's not a big deal as long as you reply before their deadline. They would rather have clear, accurate information.Private Reply to Jill Henry | | Aug 18, 2005 11:31 pm | | re: Control over what gets printed | # |
Cristina Manciu | | Thank you all for your comments; I realized I was not writing just from one perspective, but trying to do too much at once. I am in the process of rewriting it as a news article, with the focus being on helping small business and start-ups to get their business online at an affordable price.
Everybody has a though time at first, establishing a business and growing it, and I want to make the article as helpful as possible, because really that's what this new program is all about.
Thanks again for all the great information.
All the best,
Cristina Manciu
TG Account Manager
Private Reply to Cristina Manciu | | Aug 24, 2005 4:02 am | | re: re: Control over what gets printed | # |
Jill Henry | | Hey group,
Looks like this discussion was noticed out there in the world!
I subscribe to an e-newsletter called "Entrepreneur's Hotsheet." It's a compilation of links to small business related message board posts.
Received today's issue and there's a link to this thread under the heading, "Discussion Board Posts: The following links go to the Best Posts from a variety of business
and marketing forums..."
Here's where you'll find the online version of the entire e-newsletter:
http://clicks.aweber.com/z/ct/?fdV_y94p6sNTyyJ12DD5YQ
And here's the entry in that e-newsletter that refers to this thread:
A Journalist "Spills The Beans" On Press Releases:
http://clicks.aweber.com/z/ct/?RXIeEhFRDQm._4taDTy2Qw
JillPrivate Reply to Jill Henry | | Aug 24, 2005 10:10 am | | re: Control over what gets printed | # |
Denise O'Berry | | Jill --
Yep. Good for you! We get noticed a lot by the Entrepreneur's Hotsheet because of the great posts by members like you. It's a really helpful newsletter.
Best regards,
Denise O'BerryPrivate Reply to Denise O'Berry | | |
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