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5 Key Reasons Why Great Copywriting Will Always Be Your Most Important Business Skill
Ask any successful business owner what is the most important business skill that an aspiring entrepreneur or Internet marketer can possess and I'll bet you'll hear one resounding answer over and over again.
Copywriting. Copywriting. Copywriting....
E-Book Writing Formats: How to Make the Words Flow
Nervous about writing your first e-book? Never fear. E-books are written in a conversational, informative style that's easy for the reader to understand, and easy for you to imitate as you write them. Whether it's ten pages about Smart Finances, 50...
The Bible - The Source Of All Copywriting Secrets
I've been a student of the Bible for practically all my life.
There is a lot of reason why this book remains the number one
best-seller year after year. I think that it is the source of
ALL wisdom, yes, including successful copywriting!
What...
Writing a book - tips from an author #5
Secrets of the Manuscript Format. You'd be surprised how many
wannabe novel writers fall at the second-to-last hurdle -
presenting their work to prospective agents and publishers.
Believe it or not, there IS a preferred manuscript format...
Writing For Free: When & When Not to Do It!
Right off the bat, I want to say that there is no right or wrong answer to this topic. A lot depends on your end goal — to get a job, garner publicity, build a portfolio, etc. However, there comes a time when every writer should say no to...
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Framing Your Story: Writing Tips for Online Marketing
The Art Of Self Promotion
One of the keys to small business success is the ability to develop, write, edit and design your own marketing material. In order to accomplish this goal a small business owner must learn the essential art of self-promotion. The Internet has opened many doors for small business owners and entrepreneurs to market themselves for little or no cost through online writing and publishing. To take advantage of this easy and affordable marketing opportunity all you need is time to research and skills to help you express yourself. Writing skills can be honed with creativity, planning and practice. Building your skill in this area helps create a more focused marketing campaign and increased confidence in your sales approach. Once focus and confidence are infused into your marketing scheme it can generate more leads, more sales and more exposure to your identified consumers.
Framing A Story
The Internet world is a place where small business entrepreneurs can be published and feature their expertise, problem solving techniques and personal success stories. This can generate networking contacts and qualified leads. Writing a story is like building a home. The most important part of the house is the foundation and the framework. The framework must be strong and solid. The rest of the article is shaped by your individual voice, humor, insight, educational content and clarity. Framing a story is the first step to writing an article that will stand out and catch the audience’s attention. There are three basic frames to consider. Choose carefully according to the marketing goals you have set and the consumer audience you want to attract.
Frame #1 A Chronological Sequence
Framing a story with a chronological sequence is a standard in writing. Simply create a beginning, middle and end. The impression you leave with a reader is largely based on the opening and closing, so be certain these two areas are strong, clear and exciting. A powerful beginning is what catches a reader’s attention. The middle of an article should provide the reader with a reason to continue. This is essential in online writing projects since Internet readers generally have a shorter attention span. The end should cause the reader to remember your name and the information you have provided. Don’t be afraid to take risks! The more original the article content is the more attractive your article will be for potential customers. Summarize your article in the beginning and end with fresh perspectives and angles. Don’t be too repetitive and make sure your article includes something the reader can take away.
Frame #2 Cinematic
Appeal
In this framework you write the article as if it is a film. Be creative and use the voice of a narrator to set the scenes visually for the reader. Use descriptive language and reach out for all of the reader’s senses. The reader must imagine this framework unfolding on screen. They must smell, touch, taste, hear, and especially feel what you are saying. Write to make an emotional connection or make the audience stand in someone else’s shoes. This will capture the reader’s imagination and create a relationship between the reader and the subject. They will walk away feeling as if they have just had an experience instead of just a good read. This is the framework that can be used to teach someone about another place or another culture. This will also arouse interest in the subject you are writing about. It can increase awareness and stir up passion.
Frame #3 Talking to a Loved One
This framework is handled as if you are telling a story to your mother or your best friend. It must be simple, open, and honest. The reader should feel as though they know you. An article framed in this way is perfect for telling your own personal story and sharing who you really are. It can create a feeling of intimacy and works best if you show some vulnerability and sensitivity. Comfort, familiarity and flow should emerge. This writing style is like giving a gift or letting someone in, trust is vital. When you speak to a close friend or relative you learn things about yourself. While framing the story in this manner you make the reader feel they are learning a lesson as well.
Believe In Your Own Abilities
Writing is an ability anyone can cultivate. It simply takes the practice, time and creativity. These are the same tools necessary to market yourself and your company well.
Intentionally choose which voice will best reach your target audience. Know exactly what type of writing the online publication or web site is looking for. Most web sites, e-zines and online publications offer writer’s guidelines for review. Let another friend or family member hear the story. Read it out loud or give them a copy to look over. A second set of eyes is the best way to edit or critique the work. If necessary, hire a professional writer to ghost write if you don’t have time. A well-written article can boost your reputation and credibility.
About the Author
Sarah Benoit is co-owner of Sidhe Communications in Asheville, North Carolina. She specializes in business writing, market research and event planning and promotion. Ms. Benoit also participates in local business support, art, performance and metaphysical studies projects.
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