Posted on Friday, 5th June 2009 by CopywritingCat
Independent professionals and service business owners typically make one mistake with online article marketing. They know a lot about their topic. So they want to share everything! In fact, to be effective, your article must be simple, straightforward and action-oriented.
Think of presenting just one idea. Remove general sentences (”We all know that copywriting is a powerful marketing weapon”) and irrelevant ideas. Every phrase should contribute significantly t to your message.
Use short sentences. Online readers skim and scan.
For example, here is a sentence from a real article, with some words changed to disguise the original topic:
“The problem is that creativity influences business marketing and clear communication because it can distract readers from your message which may mean that your readers aren’t paying attention to the benefits and uniqueness of your offer.”
Better:
An overdose of creativity can backfire. Readers get distracted from your message when you switch the focus from what you say to how you say it.
Finally, online readers are looking for solutions to problems. They are asking, “What can I do right now?”
For example, if you are an attorney who specializes in estate planning, you may be tempted to write about three types of trusts. Instead, your online audience will respond to an article like, “Three things you must ask your attorney before you make your will.” As a skilled professional, you may find this topic simplistic. That’s why many professionals hire copywriters and ghostwriters. They realize their online articles are designed for promotion, not scholarly research.
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Tags: article marketing, copywriting, Professional Services Marketing
Posted in Professional Services Marketing, copywriting, creativity
