Stop Struggling and Write Your Article
BY DAVID RODDIS
Don’t let overwhelm hold you back — follow this expert advice and start
writing your promotional article today.
As a writing coach, I frequently work with independent professionals who
have great ideas for promotional articles, but no idea how to start writing
them. Here are three essential steps to help you get clear
about your subject, kick-start your process, and ensure your article is
ready to go.
1. Have something you really, really want to say. It seems obvious, but
before you write, make sure there's a point you want to make, a story you
want to tell, advice you just have to give. You've got to be a little bit
burning to write, or your message will ramble, you’ll be bored, and there'll
be no connection with your reader.
Before you write, see if you can state the kernel of what you want to say
in one sentence. If you can make it intriguing, all the better:
"Here are six guaranteed ways to kick-start your writing."
"Here's why my divorce was hell and how you can avoid that experience."
"The best way to have a tidy office is to get rid of your office."
If you can't state your premise in one sentence, either you're not clear
on your message or you have more than one topic. Take some time and get
clear on that single thing you want to say. We want one topic in depth, not
skimming the surface of several.
If you're stuck on your article, or getting bogged down or confused as
you write, you can be sure you need more focus. So take a deep breath and
put your article away until you can state your one-sentence premise.
2. Create an outline. I used to be one of those "jump in, bang ahead and
follow your nose" type of writers. And guess what? Every time I tried to
write, I'd run out of steam. I'd lose focus, so I wouldn't finish; or, if I
did finish, I'd have to edit a huge, rambling mess. Ugh. The whole process
took weeks and was extremely discouraging.
You see, I was writing fiction, and I had this idea that it was more
"creative" and "artistic" to just jump in. Making an outline seemed so
predictable and dull.
My awakening came when I began writing non-fiction articles. Here's why:
I had to communicate a message, and communicate it clearly. I had to write
coherent, logical paragraphs, in strong, simple language. And I couldn't
take weeks to write every article, or I'd be, well, pretty darn old before
anything was ready.
So, give me predictable and dull (for process, that is—not results!).
Starting with an outline frees up my energy and attention for the actual
writing and saves me one to two complete days of editing per article.
A great way to create an outline is to read other people's articles,
analyze their structure, and use that structure for your own. Be sure to
choose well-written articles by established professionals in your field.
Here's an example of an outline I created by deconstructing an article
I’d read:
- intriguing introduction
- statement of the problem
- case history to demonstrate your solution
- list of practical tips
- upbeat conclusion
Fill this out in point form, making sure that there's a logical
progression of thoughts. Then flesh out your points. You can write a first
draft of a 1,500-word article in a day or two, put it away for a day, go
back and tighten it up. You're done.
Please note — using an article's structure is fine, using someone else's
words is plagiarism (theft of their intellectual property).
Here's the great part: You can simply use the same structure over and
over. No one will notice, or care, because the content will be different
each time.
3. Consider using lists. People love to know the 10 best ways, the five
secrets, the 12 essentials. Be honest — don't you always take a peek at an
article whose title promises "Five ways to enhance your love life" or "10
secrets to financial independence"? There's something almost addictive about
reading these lists, like nibbling popcorn or potato chips.
Here's my take on what makes lists enticing:
Readers love the tidbit form. The items in the list break up your article
into manageable chunks of information, and also provide visual clues for
skimming the page. Face it, you've done some of the reader's work for her
(and who isn't grateful for a bit less work?).
Lists create an air of authority and credibility. After all, it takes
confidence to promise "the 10 best ways" to do something.
This format creates a ready-made action plan for the reader.
For you, the writer, a list makes the process much less daunting. It's
less stressful to tackle writing your article if you know that you can
divide it into five or 12 info-bytes comprising a paragraph or two each. And
lists force you to be concise and direct.
You can use a list as the structure for your entire article, or you can
include a list within a longer, more narrative-style piece of writing. One
way to do this is to offer your reader a concluding list of practical tips
coming out of your article's premise.
This is a great strategy for staying connected with your readers. If
you're discussing "big" concepts that threaten to become too vague, give
your reader an agenda:
"Now that we've discussed the importance of being organized at work, here
are five actions you can take."
David Roddis,
The Writers’ Coach, helps independent professionals write killer
marketing copy, promotional articles and information products that
attract more clients.
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