Writing Captivating Articles for the Web and Emails

We are all working in environments which prove hard to grab people’s attention over our competitors. You feel as though you have great information and knowledge which will help market you, your business and others. From that knowledge, you create articles, blogs, whitepapers, and send them out through email marketing, or post them to your website and receive a pitiful, if at all, response. Here are some sure fire ways to grab people’s attention with your articles:

1) Grabbing attention: It’s difficult to ensure you will grab reader’s attention with your articles and whitepapers online, everybody uses the internet differently and you cannot control how they act in order to hit your work. It could be that they are too busy to notice your email or article online, or simply they are having a bad day. But there are some ways that you can improve your chances of getting noticed:

a. Headlines and Subheadings Headlines and subheadings are the first thing readers see when looking at your article. They need to grab their attention and   entice them to read further. As they browse the web or skim   read your article the headers need to make them stop and pay attention.

b. Copywriting and language The way that you write your article and the language you use is imperative to the success of your article. You need to use specific words   to engage with your audience, and get them thinking about the subject   matter. Creating a personality within your article will help readers to engage with you and encourage people to read it and pay attention.

c. Layout Layout is an important factor of any article, whitepaper and general copywriting. No one wants to be faced with a page of   block text, this will encourage no one to read it. The font size, the   line spacing, the length of paragraphs, the use of subheadings and bullets will all have an impact on readability. Tips like using bullet points create a bit of whitespace, break the text on the page up a bit, give people a little bit of content to read and allow people to skim.

d. Subject Matter When writing your article remember who you are writing it for. It is about your audience so aim it at them, their problems, the solutions YOU can offer them and why they might need your solution.

2) Keep it personal: Try and make your article specific to the audience you are aiming it at. Customising content for specific verticals, geographical territories and business sizes will mean that the appeal to more people. The more specific you are the more chance you have of being found not by a search engine, and in turn people searching.

3) Repeat a phrase: Repetition establishes structure and rhythm, and taps into the old part of our brain and loves rhyme and meter. Repetition will help pull your readers into the flow of your writing, but don’t overuse it as this can become annoying.

4) Provoke. Don’t Solve: Your goal is to get the reader to respond, asking about your product, to challenge you about competitors, register interest in your organisation. Don’t solve the problem for them in your article, you have to leave them wanting more, and give them a reason to contact you.

5) Tell a story: Rather than writing a list of benefits, write them in a story. People relate to a story a lot better, take it in, and are more likely to believe it. You have to engage with your readers and make sure they understand and relate to what you are saying.

7) Consider your readers: You have to consider who you are writing the article for, and whose attention you are trying to grab. Remember, people aren’t at work to spend their time searching the internet for articles, they don’t have much time, and they will either be looking for something specific or looking to stumble across something. Consider the search engines.

These web indexes have billions of pages, and millions of articles. You need to write your article with search engines in mind, use keywords relevant to the topic and consider what users will search for to find your article.

Finally a subtle call to action at the end of the article will allow your readers to respond to you, as you have intended on them doing.

Use these easy steps and you will create a credible, readable and searchable article.