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Turning Your Message Into An Article
By Barbara McNichol
Sharp business people recognize the importance of having
publicity material to offer when requested. Frequently that
comes in the form of an article - to be published in a client's
newsletter, sent to a newspaper, used at a presentation. When
you follow these guidelines, you can write a successful piece
that conveys your message ... and adapt it "on demand."
WHAT To Write About
Choose a specific topic and identify the key issues by asking
these questions: "Is there a new twist to consider or something
in the news that relates to this topic? What point of view needs
to come out?"
Whatever angle you take, make sure it reinforces your overall
message, the one that says what you stand for ... "we try
harder", "we treat you right", and so on.
HOW To Grab the Reader's Attention
- Ask a provocative question. An international speaker starts
his talk with "Have you ever been in prison?" He dramatically
uses that horrible thought to shock his audience ... and you can
in print, too.
- Create a unique phrase that captures the focus of your topic.
Play with it, give it life through analogy and metaphor.
- Use the power of an incident to tell about a specific time,
place, happening.
- Brainstorm a title that summarizes your message.
How to HONE the Article
- Create smooth transitions using bridge phrases (e.g.,
however, therefore, first and foremost, incidentally)
- Run a thread of logic through the article -- Does It Make Sense?
- Use words with energy and appeal (e.g., dynamic, dramatic)
- Check your paragraphs for correct grammar (e.g., use "fewer
than" rather than "less than" when you can count the number
of objects)
- Use punctuation effectively
- State sentences in positive terms, not negative
- Keep the ideas flowing (e.g., use action verbs, short
sentences, active voice, bridge words)
STRENGTHEN Your Article
- Use subheads, graphs, charts, side bars
- Create links from idea to idea
- Bring the reader back to the opening thought
- Weave a theme throughout the article
- Be consistent in point of view (e.g., don't switch from first
person to third person)
- Be consistent in tense (e.g., don't switch from past to future
to present tense)
- Be aware of the "voice" (e.g., promotional or informational)
- Be consistent with language use (e.g., start all bullet points
with a verb, a noun, or an adjective but not a mixture)
- Fine-tune, proofread again and again
Create a basic article now and you'll have it ready to adapt
"on demand."
* * * * *
An accredited business writer/editor, Barbara McNichol helps
professionals refine their marketing materials. Telephone: 303 / 450-7377.
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Last updated on June 30, 2005 ||