WRITING IS AN ART # 13

REACHING THE FINISHING LINE

 

In previous blogs, I’ve mentioned the fact that many readers will just look at the start and end of an article to see if they are likely to be interested in it.

 

I’ve covered the different ways in which you can start an article or press release, but you also need to pay attention to the end. The approach you use should depend upon the type of material you’re writing.

 

For instance:

 

ARTICLES – Try and finish with a paragraph that sums up the subject matter of your article. Writers often talk about ‘signposting’ in relation to articles for magazines etc. You tell the reader what you’re going to say; you say it; and then you tell them what you’ve said. This all helps to reinforce the topic in question.

 

PRESS RELEASES – I often like to finish my press releases with a quote from the person whose product I’ve been writing about or from their customer (or both). This can again be a useful way of summarising some of the things that have already been said.

 

CASE STUDIES – The format of case studies varies, but often follows a typical formula of: Problem – Solution – Benefits. A good ending might be a quote from the customer saying what a difference the product has made, and how they will always use Blogg Widgets (or whoever!) again in the future.

 

ADVERTS – Adverts should almost always finish with a Call to Action – a telephone number to contact; a website to visit etc. Having attracted the reader’s attention, gained their interest and stimulated their desire for the product, you want them to do something about it!

 

So, having started your item, don’t forget to make sure you have a clear finishing line.

 

Happy writing!

 

Phil

 

Freelance copywriter

 

Web: http://www.phila

Email: info@phila.co.uk

 

 

 

WRITING IS AN ART #12

HAVE YOU GOT A BEAUTIFUL BODY?

In previous blogs, I’ve covered the importance of having a good start to an article, case study or press release. I now want to move on to the main body text.

In shorter items, your first paragraph needs to contain much of the ‘guts’ (to use another body term!) of what you want to say. Remember that many readers will only look at the start and end of an article unless they are really interested in it.

If you are writing any type of marketing copy, you need to focus on benefits, benefits, benefits. Don’t confuse features with benefits (which is very easy to do). Ultimately, the customer wants to know what’s in it for them – how your product or service will save them time, money, trouble etc.

From then onwards, use separate paragraphs for each main thought you want to get across. Try not to waffle, or you will lose your reader. Avoid sudden changes of direction. Link paragraphs wherever possible to keep the text flowing. Creating your body copy can be a bit like a chain – each link is important. Without strong links, the whole chain could fall apart!

Whatever you do, keep writing – practice makes perfect!

Have fun

Phil
Freelance copywriter

Web: http://www.phila.co.uk
Email: info@phila.co.uk