How to write articles that build connection

I'm a detail-challenged person on a quest to eliminate typos and other bugs from my lenses. If you spot an error, please email me molly AT shaboominc DOT com. In thanks, I'll add you to the debuggers roll on my new Gratitude Lens.

Until the Gratitude Lens is published, I'll add debuggers below.

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Molly

Thank You, DeBuggers!
Linda Dessau, Ghostwriter, Editor, Certified Coach

Time - 30 minutes a day
Commitment - Start slow, practice, and build speed and fluency
Humility - If you won't let yourself write a crappy article, how do you expect to write a great one?
Paper and pen or computer

If you want to ensure that your articles leave people underwhelmed, try to please everyone.

If you want to connect with your just-right clients, then write about things you care about. Take a stand. And don't worry about the readers who don't like it. Bless them and let 'em go.

The more clearly and honestly you speak from your authentic values, the more powerfully just-right clients will resonate with your work. Resist settling for approval and go for connection.

I've been writing articles online for 12 years, and I still catch myself slipping into what I call "the Voice of Significance."

If you want to connect with customers who fit just-right, speak to them in a natural voice. Read your articles aloud several times. You'll notice the places where you are trying too hard, explaining too much, or not being yourself.

Change them. ;-)

Talk to your readers directly, as if they, too, are Human Beans.

What keeps your readers awake at night? What keeps people from getting the most out of the products or services you sell? What do you wish they knew so that they would be happier, more successful, more effective?

Each time you sit down to write, take the time to connect with why the topic matters to you. What do you want to share? Why? What response do you want to elicit?

The more you care, the more your readers will care, too.

If your article is going to build your business by connecting with just-right clients, it's got to keep people involved. That means letting your reader know what's in it for them.

Once you've chosen a topic, brainstorm as many angles as you can come up with. Choose one angle (it's harder than it sounds). That's your main thought.

Now decide on three to five bullet points related to that angle. These are your primary points.

Tell your readers the main thought in the title. Tell them what you're going to cover in the first paragraph.

Then tell them what you covered. (That's called a summary, folks.)

This way, the reader always knows what they are getting.

If you want to keep your readers coming back, give them something to do as a result of reading your article.

This can be an assignment. (I'll be giving you one of those in a minute.) It could be an invitation to buy or a link to additional resources.

The point is that every action a reader takes deepens their sense of connection with you. Get them to do something in their own interest, and you're well on your way to having a loyal following.

The article continues after the following recommended books on writing.

You aren't going to get more clients or earn money from article writing until you put these principles into practice. Don't wait until you have more time or better ideas. Start now.

Here's how.

Part One: The Juice
Answer the following questions in writing. Let 'er rip. This is no time to be careful!

1. Name one thing you sell clients or customers.


2. Jot down your biggest frustration related to selling it.


3. What about this makes you really crazy?


4. What do you wish customers understood?


5. How would your customers or clients be better off if they understood this?

Part Two: The Meat
Take a break. Have a cup of tea. Go for a short walk. Come back and read what you wrote, then do this.

1. Take your answer to question 4. This is your topic.


2. Write down as many angles as you can think of (and one is enough).


3. Choose one angle and write down three things that are important to understanding it.


4. Write your article, keeping as close to the three things as possible.


5. Give your readers a call to action.


6. Add an introduction using your answer to question 5.


7. Write a conclusion that recaps your introduction and main points.

Part One: The Juice

1. Something I sell: a marketing course


2. My biggest frustration: clients think they can't write well enough to implement it


3. What makes me crazy about that: I know that they can do it


4. What I wish they understood: If you care about what you do and concentrate on delivering value, you have what it takes to write effective articles.


5. How my customers would be better off if they understood this: They'd take action and get more clients.

Part Two: The Meat

1. Topic: You have what it takes to write effective articles.


2. Angles: connecting with readers, establishing yourself as an expert, how to edit your work, how to choose topics, proofreading, choosing powerful language...


3. Chosen angle: Connecting with readers.
   Bullet points:

• Connection is they key to getting and keeping readers


• Five steps to writing articles that connect


• Call to action (assignment)


• Example of a completed assignment

This example illustrates the process I used to write this article. I stopped at step 3 because the article you are reading is steps 4-7.

When an article, web site, or product "goes viral," it means that for every one person you reach, they in turn reach 2 or 3 or 5 or more people.

Content goes viral when you give people a reason to share it and an easy way to pass it on.. Click to download a free report on how to add "tell a friend" functionality to your ezine or web site.