(To see Part 1, click here.)
Ed Rigsbee - Afternoon Session
Writing Your Articles
- Wordsmith Your Articles
1) Title with benefit hook
- The title is the first thing your reader will see so you have to get their attention immediately. For the internet, use a keyword at the beginning for search engines to pick you up (Search Engine Optimization or SEO); if the article is in print, begin with the benefit instead.
Benefit vs. Feature
-Example: FSA. A feature of FSA is the networking and the benefit is how the networking makes your life better. The networking itself is not a benefit because it does not accomplish anything alone.
- When writing, think of the other side (your client). When people search the internet, they tend to search for the problem, not the solution. Instead of offering the feature (how to solve the problem), use the problem to help searchers find you.
- Certain subjects/phrases are tired; "Work/Life Balance," for example, has been so overused as to be overlooked. Use something fresh.
- "It's easy to be nasty, hard to be clever." Strive to be clever.
2) Grab interest in first sentence
- Take the title and use it to create something more
- Use it to relate to what you have offered the reader in the title - the whole reason you brought them to your article
3) Bullet points or numbered points
- 3-7 points that relate to the title and first sentence; readers' eyes will automatically go to bulleted/numbered material (readers also prefer odd numbers)
4) Sloganize bullet points if possible
- Make the bullet points easy to remember
- Search idioms and phrases
- Rhyming dictionary (more in #5 about that)
- Favorite sayings from relatives
- This will make your advice more memorable to the reader and easier for them to read
"I can see clearly now..." <-- (great title for Ed, as he used to sell sunglasses)
5) Buy a copy of The Complete Rhyming Dictionary or search online for one
- This will help you to sloganize your ideas
6) Plan about 750 words per magazine page
7) Keep your language simple
- Many trade association readers are not highly educated
- Think fourth grade reading level
8) Close your article with an offer for them in which they must request it via email
- This will help you to build your future eZine list (group of contacts that will continue receiving your articles)
- Email request
- Website downloads
- KickStartCart: http://www.kickstartcart.com/app/?pr=31&id=88159
Notes on the article-writing itself
- Body of the article is for the reader; the Bio and Signature are for the author, as it is essentially free advertising space
- NEVER refer to your products/services in the body of the article
- "White paper" is a term used to describe a long article where you say "Go to my website for a white paper on ____." The article should be about 3,000 words, on PDF, with a link to the website at the end.
- Charge for a "special report" --> up to date information that should be updated at least once a year.
- Blogposts tend to be shorter than "white paper" articles (500-1500 words)
9) The end of your bio, at a minimum, should include your toll free telephone number and your URL
- Should include your toll free telephone number (cell phone now or some other verbal communication)
- And your email address
- And your URL (website)
- Some magazines will shorten your bio so put your website FIRST and then everything else
- Short positioning sentence
- Photo
Additional Resources on Ed's Website (www.rigsbee.com/downloadaccess.htm)
- Ed's articles
- Speaker feedback form
- Developing Strategic Alliances, Chapter 1
- Take the Alliance Partner Quiz
- Partnering Agreements
- Strategic alliance resource websites
- Relationship value update form
- Mastermind alliances
SucceedInSpeaking.com/DownloadResources.htm
- Presentation Slides for "Paid Association Bookings Through Article Publishing" (10.7 MB) - the presentation we just saw
- Program Handout for "Paid Association Bookings Through Article Publishing"
- M&C 2006 Meetings Market Report
- Generations and the Future of Association Participation Published by The William E. Smith Institute for Association Research
- FutureWatch 2005 Report from Meeting Professionals International & American Express
- Speaker Sales Presentation Feedback Form
Nalalia, like with part 1, you did an excellent job of summary here in part 2.
ReplyDeleteThanks, Ed
www.rigsbee,com