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Article Title:
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Writing Articles That Get Read, Remembered And Recommended
Article Description:
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You already know that writing articles will help your business.
You know they establish you as an expert, as someone with
authority. And they also create a depth of connection and trust
with your customers. But, maybe you still have a question. How
do you write a great article for your business? (Meaning an
article that someone actually reads, remembers, and recommends.)
Additional Article Information:
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864 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-09-27 10:24:00
Written By: Mark Silver
Copyright: 2006
Contact Email: mailto:mail2@heartofbusine
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Writing Articles That Get Read, Remembered And Recommended
Copyright (c) 2006 Mark Silver
Heart Of Business
http://www.heartofb
You already know that writing articles will help your business.
You know they establish you as an expert, as someone with
authority. And they also create a depth of connection and trust
with your customers.
But, maybe you still have a question.
How do you write a great article for your business? (Meaning an
article that someone actually reads, remembers, and recommends.)
Well, now, that's a mighty big subject. Obviously, there are
many ways to do it, so I'll just give you one simple way, so you
have something to jump in with. It involves three things: a
Keyhole, a Drama, and a Stepladder.
First, the Keyhole
When you look through a keyhole, you only get to see a small
piece of what's going on inside. And you see what is directly in
front of the door- what you can't help but trip over when you do
open it.
The problem you face is that you know a whole heck of a lot about
your business- you know the whole room, not just what's visible
through a keyhole. It's probably painful to not give someone as
much as you know.
But, think back- how long did it take you to learn all that you
did? That's right- months or years. So why try to compress your
six months, six years, six decades of experience and knowledge
into a five-minute slot?
For your best potential clients, they are tripping over things
that you can help them with- things that are directly in front of
their doorways. Pick one of your customers, and look through his
keyhole. What's one thing you see directly in front of the door?
Write about that.
For instance, I saw several people in my classes struggling with
article-writing. It was the next step for them to take. So I
wrote this article- but only as much as I needed to fill a
keyhole- just a little bit.
A great article is a refreshing gulp of water- not a firehouse
blasting them over.
Second, engage your reader's physical senses with drama.
A drama is simply an engaging story. For an article, obviously
you don't want a complicated plot. Something as simple as 'what
do you see when you look through a keyhole?' can be a drama. :)
Use this law of Nature: everything exists in everything else.
Meaning use the drama as an analogy to bring an in-body,
immediate understanding, and make your point with interest.
For example, I recently used tailgating when driving a car as a
metaphor for the struggle to be unique in your business. How do
you be uniquely you when you've been learning from/following the
masters in your field? The drama of tailgating, and examples of
when to tailgate and when not to, took an intellectual concept
about uniqueness, and made it engagingly, physically real.
A great article engages your reader's physical senses, because
'sitting in a chair' is more real than 'thinking about
support.'
And third, help your reader climb the Stepladder.
In some ways, the Stepladder is the most important part. So, I'm
going to direct you to read about it in:
Keys to Helping Your Reader Climb Up Beside You
* It may look obvious... but it's out of reach.
Your readers may 'get' the point you are trying to make, but if
they don't have a way to apply it in their life, it won't
really sink in, and they won't get any results.
The do-ability of your article is critical, because someone may
read something and say, "Yah, that's interesting.
when they apply what you are talking about that they get
something more profound. And that creates trust and connection
with you.
And a desire to get more of what you are offering.
Whatever concept you are writing about, break it down into a
step-by-step process. Or identify two or three keys, with
examples, of how Johnny Reader can make it work for him.
* I say again: Make it Doable
I know you are afraid that if you give away your secrets, that
they won't need you anymore. Please hear me with your heart:
it's not true! The more you help people, the more they will
want. Why?
It's taken you months or years to learn the basics of what you
do, and years or decades to master it. Take a moment now and ask
your heart to show you how profound and broad what you know is
compared to your customers. You didn't learn your mastery from a
single article, or even 100 articles.
And your customers won't either. But they will be grateful to
know more about the Keyhole. And when they need to see the rest
of the room? They'll be coming to you.
* There are more ways to core an apple.
There are, of course, other ways to write articles. But this is a
darn good one, and easy enough. I challenge you: write an article
by choosing a Keyhole view of a subject, finding a Dramatic
analogy for it, and then unfolding the Stepladder for your
reader.
Then, feel free to share it with your customers.
My very best to you and your business,
Mark Silver
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Mark Silver is the author of Unveiling the Heart of Your
Business: How Money, Marketing and Sales can Deepen Your
Heart, Heal the World, and Still Add to Your Bottom Line.
He has helped hundreds of small business owners around
the globe succeed in business without losing their
hearts. Get three free chapters of the book online:
http://www.heartofb
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