Article Writing: Connect With Your Audience to Boost Your Article Marketing Success
One of the major keys to article marketing success is developing a laser-sharp focus on the needs of your audience.
You can do that is to list all of the "hats" your customer wears.
One of my favorite writers, Bob Bly, always lists who his product or service is for.
Here's an example: Who should attend this seminar on product liability? - product managers - research and development clerks - in-house legal associates The list can be as long as you like.
But make sure your target audience is well represented whenever you're offering a product or service.
That way, they'll ask the question, "Why would I, being a product manager, want to be interested in this product/service?" And that's what good article writing is all about, answering the next question.
We know the first question already, "What's in it for me?"(Better Known As: WII-FM.
) Here are some ways to put more of the reader into your copy.
1.
Replace the word "You" with the reader's title - occasionally.
Notice how I gave myself an out with "occasionally.
" We know the word "you" is a very powerful word in copy and it doesn't paint us into a corner.
It can also be a bit too general when you're trying to create a voice that makes the reader feel like you're sitting right next to him - or her.
Here's an example of the you/title replacement: Use: That's why small business owners need this kind of information.
Instead of: That's why you need this kind of information.
2.
Use the reader's title in your headlines.
Ease into this technique by placing titles either within or above your headlines.
It lets the people who first view your site to know you're in their world.
It's a great community building technique and it sets the tone for the rest of your copy.
Here's a variation on a headline I used recently for an e-book.
"Hey Writers, Speakers, Coaches, Small Business Owners and Editors - Your Search for a Definitive Source on How to Write E-mail Newsletters is Now OVER! Here's Why .
.
.
" 3.
List titles in the body of your sales letter copy.
After you've described your product or service, let your readers in on how it will help them make money in their particular niche in the business world.
By focusing on their job description it's not that tough.
Here's an example: Sprightly widgets are often used by: Widget managers - for the safe installation of sockets and engines.
International brokers - for export to manufacturers in the Asia-Pacific region Widget engineers - as a backup for unmounted widgets By using this example you've not only placed your product or service in the reader's world, but you've told him how he can use it to make his job easier.
And after all, isn't that what we're on a quest to do for our clients, relieve one of their headaches and let them know someone's looking out for them?
You can do that is to list all of the "hats" your customer wears.
One of my favorite writers, Bob Bly, always lists who his product or service is for.
Here's an example: Who should attend this seminar on product liability? - product managers - research and development clerks - in-house legal associates The list can be as long as you like.
But make sure your target audience is well represented whenever you're offering a product or service.
That way, they'll ask the question, "Why would I, being a product manager, want to be interested in this product/service?" And that's what good article writing is all about, answering the next question.
We know the first question already, "What's in it for me?"(Better Known As: WII-FM.
) Here are some ways to put more of the reader into your copy.
1.
Replace the word "You" with the reader's title - occasionally.
Notice how I gave myself an out with "occasionally.
" We know the word "you" is a very powerful word in copy and it doesn't paint us into a corner.
It can also be a bit too general when you're trying to create a voice that makes the reader feel like you're sitting right next to him - or her.
Here's an example of the you/title replacement: Use: That's why small business owners need this kind of information.
Instead of: That's why you need this kind of information.
2.
Use the reader's title in your headlines.
Ease into this technique by placing titles either within or above your headlines.
It lets the people who first view your site to know you're in their world.
It's a great community building technique and it sets the tone for the rest of your copy.
Here's a variation on a headline I used recently for an e-book.
"Hey Writers, Speakers, Coaches, Small Business Owners and Editors - Your Search for a Definitive Source on How to Write E-mail Newsletters is Now OVER! Here's Why .
.
.
" 3.
List titles in the body of your sales letter copy.
After you've described your product or service, let your readers in on how it will help them make money in their particular niche in the business world.
By focusing on their job description it's not that tough.
Here's an example: Sprightly widgets are often used by: Widget managers - for the safe installation of sockets and engines.
International brokers - for export to manufacturers in the Asia-Pacific region Widget engineers - as a backup for unmounted widgets By using this example you've not only placed your product or service in the reader's world, but you've told him how he can use it to make his job easier.
And after all, isn't that what we're on a quest to do for our clients, relieve one of their headaches and let them know someone's looking out for them?
Source...