Alexandria Brown, president of AKB Marketing Communications, provides us with seven formulas to use while writing articles in order to make sure they get read!
A key point she uses is making sure there is an angle. It’s making the ordinary seem extraordinary by showing how new developments in manufacturing a product puts it above all others. It can be features, or benefits, or even both!
Use any of the seven below that fits what you need to write about.
- The How-To
People always want to learn how to do something and that means the self-help genre of writing will never go away! If you have a special interest and are an expert at it, consider writing an article along with other resource links that readers can go to.
- The List
Give a brief introduction about the list you are providing and then use numbers or bullets to list everything out. You can also use numbers in your headline to catch the readers’ eyes better such as “12 Ways to Clean Your House in 1 Hour or Less.”
- The "Straw Man"
Provide a headline that pulls the readers in and then show the drawbacks of the product or service in the copy. For example, “Can Taking High Doses of Vitamin C Cure the Common Cold?” Then in the copy you show that the body will use only what it needs naturally and expel the rest. So you might take 2,000 milligrams but your body can only use 1,000 at a time. You’ve just wasted 1,000 that won’t be absorbed by your body
- The Mini Case Study
You can start with a question that is either/or and then provide some testimonials about the pros and cons of doing what the headline says. For example, “Should You Use a High Dollar SLR Digital Camera While Traveling in the Amazon?” The pros are that you will get the best pictures of your subject matter. The cons might be that a smaller, less expensive camera does just as good a job with capturing the subject matter and you can also catch a shot faster because the smaller camera is easier to carry.
- The Interview
You can do this two ways, for example. Many article interviews are presented just like a transcript, giving the reader a sense of actually “listening in” and also providing an interviewee’s tone of voice. The other way is to present it just like a traditional article or feature story.
- The Trend
People always want to know more about trends, what’s behind them, why one got started, the benefits and even drawbacks of following the trend.
- The Study Finding
This can be a more analytical article, based on the results of tests, surveys, studies, and other methods of research with findings.