Archive for 7 Deadly Writer's Sins
7 Deadly Writer’s Sins: #7
Posted by: | CommentsLet’s sum it up. We’ve talked about procrastination, laziness, lack of organization, lack of passion, failure to lead, inaccuracy and inconsistency. So what else could a writer fail to do that would keep their desired audience away?
Sin # 7: No relevance
Any time a reader, or prospect, ”shows up at your door” the first thing they want to know is “What’s in it for me?” What can you do for them that best meets the need of why they are visiting your site? If they can’t quickly and easily find the benefit of their visit, they’ll leave.
In today’s world, nearly everyone suffers from information overload. The Internet makes information plentiful, free, and available through a quick “query.” If you want your site to capture and keep potential readers/customers, you must engage and keep your visitors attention. If you want to make money on the internet, you want visitors who are there on business… people with the money, authority, need and desire for your product and services.
To attract and capture the prospects you want, focus on your topic with intensity. Make the information relevant to their needs. Practicing the art of selectivity — having the heart of what the prospect wants and needs to know – stand out on your website will set you apart from the “crowd” of online marketers. Cut away the fat. Don’t load your website with irrelevant (even though they may be interesting) links. Keep clean, clear consise benefits delineated in a format that’s easy to read and follow. An online customer’s attention span is even shorter than an offline one, so it’s amazingly easy for her to stop reading and “click” you off, to jump to another site. Every word must speak clearly and directly to the needs and interests of your desired audience.
When you focus on providing both relevant and persuasive content that is based on knowing your visitor’s intent (understanding the “heart” of their visit) and you fill that need through keywords and content that speaks to them directly, you will have very satisfactory conversion rates.
Make sure your audience knows … all the way through their experience on your website… what they will get. Maintain relevance all the way through to the point of closure. Answer their “What’s in it for me?” from beginning to end. Tell them what they’ll get, and remind them of the value (why it’s relevant to their needs or desires) throughout. Your website, page by page, will persuade your prospect to follow along, to click on the the “Buy” button, when it guides them step by step through the process. When you can anticipate their next move, make them feel comfortable and in control, the entire process feels relevant.
Use checkboxes. Start your first “opt-in”, whether it’s for services, subscription or a membership of some kind, or a product purchase, with a “Yes” checkbox that is NOT already checked. This will reinforce, for your prospect, that they are choosing this experience with you because it is relevant to them.
Has this series of posts been helpful to you, the “work in progress” writer? Has it been relevant throughout? I’d really like your comments and feedback…
There’s nothing to buy on the blog posts. I just want to share what I’ve learned, and will be learning throughout this journey.
Of course, if you have a website and you’d like to improve your conversion rate without doing the writing yourself… I hope this experience has been relevant enough to entice you to use my services, or accept my offer of a free critique. I promise my commitment to excellence will help you welcome prospects who buy…again… and again… and again…
COMING NEXT: How to Attract Success: Content And Copy
7 Deadly Writer’s Sins: #6
Posted by: | CommentsWe’ve covered a few of the barriers that keep our reader from developing an interest in what we have to offer.
Remember, you want to entice or invite.
Your material may be controversial, or filled with conflict. It may be fact or fiction. Whatever it’s about, does your opening or lead create curiosity? Is your material consistent and accurate?
Failure to properly quote or not provide credit for quotations from other works brings us to another barrier to finding and keeping your reader.
Sin #6: Inaccuracy and Inconsistency.
Much of the material you will use will come from others. As a writer, once you’ve determined a topic and what viewpoint you want to share, you are probably ready to begin your research.
You may read dozens of books, newspaper articles, blogs, ezines, etc., before beginning your outline or first draft. Or you may conduct interviews with experts in the area you plan to write about.
As you write, however, be sure to separate fact from opinion, and ensure that if you are quoting information from any copywrited source, that full and accurate credit is provided. You can use factual material and make the facts “your own” by adding new material to provide a different slant than the article from which you obtained the facts.
An example might be: “In my opinion, the facts stated in this article, which I obtained from the New York Times [date/time/page], do not support the conclusion reached by the article’s writer. In a Boston Globe article [date/time/page] , the writer used these same facts and reached an entirely different conclusion. After careful analysis of both articles, I believe the facts quoted in both articles could support yet another possibility. It is my opinion that the following conclusion could be drawn from the facts listed in both these articles ….”
If the topic is of interest to the reader, the controversy now created may spark sufficient curiosity to entice the reader to commit their time to read on. It also tells them there are facts and opinion in the article, and the source of those facts.
Another method of research often used by writers is an interview. Show respect for the person you are interviewing by preparing the questions you plan to ask in advance, and providing the “interviewee” a copy as much in advance of the interview as possible. Let them know you appreciate their time and effort, even if they’ll be compensated for it.
While you may agree to do this as a “live interview” for a podcast or some other purpose, if you’re doing the interview for an article or other writing project, it probably won’t be on video. If it isn’t, then if at all possible, use a tape recorder… with their permission of course. The reason this is important is that it is very easy to misquote someone if you are taking notes.
The “ear” does not always hear what the hand writes during the interview process. A tape recorder is an easy way to verify the accuracy of what was stated. It also leaves you, as the interviewer, free to make notes on the highlights of the interview, and listen for content to determine if follow-up or clarification questions will be needed.
Once you’ve got your first draft written, check it thoroughly for both accuracy, and consistency. Make sure that the slant or viewpoint you are presenting is consisent throughout so the reader is not confused.
Book editor Jody Rein says “Good work will find a home.” Let your writing be such good work that it finds both a home and a purpose.
7 Deadly Writer’s Sins: #5
Posted by: | CommentsFiguring out how I want to say something when I begin an article can sometimes be the most difficult part of the whole article, and the topic of this post.
Sin #5: Failure to lead
When a reader comes to my site, the first thing I want to remember is they’re just “window shopping.” Glancing at a headline here and there, catching a word or phrase, until she’s decided it’s really worthwhile making the purchase of “time” to read the article.
Writing has competition.
Therefore it’s not only important, it is critical to issue a compelling invitation in the lead.
To intrique, to capture, to captivate the reader, and pull them into your story, the lead must have a powerful promise. “I will give you something of great value for your time. The words you are about to read will somehow enhance your life.”
What might entice the reader?
It could be entertainment — emotional release, laughter, lifting someone out of their current reality into a different spot.
It could be inspirational — maybe a personal story or the story of someone you know well who will permit you to share how overcoming challenges has changed a life (for the better of course).
Then, of course, there’s information. Interesting information… perhaps a story of the rancher’s daughter who became the first female bareback bucking horse rider; or an interesting story of an immigrant’s generational passage and changes. We are intrigued by trivia of all varieties in stories and facts that have no practical application but fun to know.
Practical, usable information is sought without end. We have an insatiable thirst for knowledge. Tips on maintaining your automobile yourself, how to become and stay healthy, physically and mentally; how to find a new job, or keep the one you have, and one of the favorite topics of all — information about money… how to make it, how to invest it, how to keep it… and how to spend it in a way that gives you the most enjoyment.
All of these topics, however, will not gain a reader unless you are able to earn his time and attention. The most important aspect of this is your lead. It must be a strong, honest invitation with a promise of benefit. It needs to announce the subject, introduce the focus, and establish the tone.
The subject is your topic, whatever it is that you’re writing about. The focus is the slant, or perspective, you are presenting in whatever you’re writing about. And the tone is the emotional context. It should be obvious at once, consistent with and appropriate to the tone used throughout the writing.
“Window washing tips” is a subject. “Window washing in three easy steps” provides the perspective or slant – “easy.” “Washing your windows from the outside without breaking in” sets a light tone.
As you work through the subject, focus, and tone, remember that the reader isn’t yet committed. He just wants to find out what you’re offering, and is scanning the article quickly before deciding to commit. Remember, the goal is to get the reader into the “store” and then become a potential “buyer.”
Be open, honest, honorable, and respectful of your reader. You want your lead to entice, promise, invite or offer. Once there, the reader will want more — problem solutions, questions answered, or entertainment. From your reader, you’re getting a precious commodity… time.
So, my friends, lead well and others will follow.
7 Deadly Writer’s Sins: #4
Posted by: | CommentsProcrastination, laziness, lack of organization… all barriers to being valued as a writer.
I’ve promised to talk about seven. Seven of the most disastrous things a writer can do to turn a reader off, to waste a reader’s time and effort.
I’m going to dive right into Sin #4, and believe me when I say it’s a whopper.
Sin #4: Lack of passion
Consider the following:
”Oh hey, do you know there’s a new store on 23rd & 5th Ave North?” versus:
”Wow, I have just got to tell you about this exciting new store on 23rd & 5th Ave North that I visited yesterday, where they have absolutely the best quality and the best bargains I have ever seen. And, the customer service is totally awesome. I know you’re going to want to experience what I did, because when it comes to both quality and price, I know you’re like the rest of our group. We all get so excited about great quality, price and service combinations.”
Enthusiasm is absolutely contagious. Whether the article is to persuade someone to use or not use a certain product, or to visit a certain place, when there is passion in what you say, conveying it in your words will allow the reader to see it, feel it, and be wherever you are in the “written word.”
Passion in writing creates an article that begs to be read. Passion creates the sense of urgency that keeps the reader engaged, compelling them to read on even when they’re pressed for time.
Passion creates a sense of momentum, and drama that vibrates with energy and appeal. Add a sense of personality through passion, and you’ll be nose-to-nose with the reader.
Writing articles, copy, blog posts or anything else that gets published, sends out credibility vibes. Writing with passion is not about malicious gossip, criticism, or slander. Bring the reader with you to a certain view of the mountain, let them know how you feel, what you’re experiencing, and what you see. Then, let them choose whether they agree with your perspective.
Whatever decision they reach, if there is passion in what is said, there will be thought provoked, and respect for the viewpoint presented, as well as the writer.
We, as writers, must also present the reader with the “thrill of the unexpected.” Not only is it necessary to bring the reader to a particular perspective through our passion, we must also surprise them. The reader must be impressed… their attention captured. The brain seeks the unpredictable, the fantasy, the magical powers that are evoked through the passion created by your words.
Are there, for example, magical powers in the Marigold?
According to Macer’s Herbal it is stated that only to look on Marigolds will draw evil humours out of the head and strengthen the eyesight… ’It must be taken only when the moon is in the Sign of the Virgin and not when Jupiter is in the ascendant, for then the herb loses its virtue. And the gatherer, who must be out of deadly sin, must say three Pater Nosters and three Aves. It will give the wearer a vision of anyone who has robbed him.’
Having just planted a flat of beautiful, delightfully bright and yellow marigolds in my flower bed today, I can “step into” this story, and feel the passion evoked.
I am now intriqued by, and “engaged” in the herbal power of the Marigold, rather than having just poked a few annual flowers in my flower bed.
7 Deadly Writer’s Sins: #3
Posted by: | CommentsLet’s see, we covered procrastination and laziness– and believe me when I say I have been guilty of both.
And I only say “have been” because I am not in this moment… guilty that is, of either.
Let’s move on, then, to the next barrier to successful article writing I think is worthy of discussion.
Sin #3: Lack of organization.
How many articles have you read where you didn’t know the beginning from the end? Or, where the article writer started out on one topic and ended up on another. Here are some tips that I have found helpful:
Begin with a rough draft composition. It may be a page or two long. Remember, you’re going to be editing, which normally means editing “out.” I like to start with a five to ten point outline on what might be the most interesting and salient points of whatever topic I am covering.
In my first draft, I will normally spew as much research detail as possible into the rough draft, realizing that I will be weeding out a large portion of it before it’s published.
Once I’ve finished my rough draft, I let it sit at least overnight. Then, in the next day or two, I take a highlighter and outline the sentences in each header or outline section that are most important. I review my headings, and make sure that they send a clear message on what the reader can expect to find in that section.
Then, I prioritize the five to ten point outline, with its descriptive paragraphs following, and review them. For the standard 500-word article, I will normally pick the top three to five points, and they will comprise the message.
Then, I review the entire article, and make sure all the relevant supporting sentences are gathered with each outline point or headline. Often, this review will result in finding many of the sentences from the deleted headlines are quite relevant on one of the remaining headings.
Once all the ”pruning” is done, and I’ve decided on the content, I move on to the next stage. That stage is the organization of the paragraphs by topical index to its subject, the most relevant first, followed by the next most relevant, until you are done. Then it’s time for the rewrite.
Once it’s rewritten, and I’m feeling pretty “satisfied,”, I like to have someone else review the article for organization and clarity. Does the structure flow easily and smoothly, so that the reader only needs to read it once to fully grasp the relevant content?
If not, are there still sections that aren’t tied together properly? Are the headings out of logical sequence? If so, rewrite it.
An article that is well organized will keep the reader’s attention. If it’s an article of great interest to them, they will gain value in both time and effort. Of course this means they will also look for more articles that you have written.
Organization is a gift, I have found, that if given to you by yourself, will give back… again and again. And, when I can get myself to do it in other areas of my life, I also really like it.
Take my spice rack, for example… alum to tumeric. I have a lot of mixed spices, though, including several variations of Alpine Touch, Chinese spices, Italian herb mixes, etc., that I struggle with placement. Any suggestions?
7 Deadly Writer’s Sins: #2
Posted by: | CommentsThere are undoubtedly more than seven sins writers commit that keep their articles, books or posts from being read.
And many of those writers have GREAT content.
We’ve already talked about one of the biggest deterents to success and that’s procrastination. Putting off what you want to say… keeping all your knowledge and information to yourself… preventing others from benefiting from what you can teach or share.
The next is a “sin of omission.” Something I am sometimes guilty of, as you may be also.
Sin #2: LAZINESS
Writing a good article is more than putting words on a page.
The words must have meaning. They must reach out and touch the audience.
That means knowing the audience, and what their needs are. Generally not just their expressed needs, but their underlying needs as well.
In other words, “I want a big house.” may be the expressed need, but the underlying need could be that they have 7 children for whom they need room. Or it could be they want a big house for more prestige, or because they have a home-based business that requires more space, or specific qualities for entertaining guests.
All of this means doing research, and finding those underlying reasons that evoke the emotional response that creates a call to action. Unless you’re writing strictly to entertain, your mission (should you decide to accept it) is to create the opportunity for growth and/or change in some area.
Whatever your topic, can you determine what’s at stake? Is it important enough to incite change; whatever that change may be. The writer who can create a strong”visual” to reach a large .. or specific… target audience will do RESEARCH before beginning an article.
As you know, there are lots of ways to do research.
Internet access has changed the scope and depth of readily available material on millions (trillions?) of topics, as well as statistical computations on specific areas of interests to identify the strongest underlying desires within topic areas. In addition, a great way to do REAL research is to ask. Send out questionnaires, ask your family, friends, neighbors and acquaintances.
For example, if I decided to write an article on avocados, (one of my own favorites foods) I could start my research by looking at the frequency of ”Google” queries on avocados compared to other vegetables, and what particular area showed the most interest.
Hmmm… guacamole or other recipes? Health value? Difference between regular and organic? Tree, nutrition, salad? Then, once I found out where the greatest interest was, by expanding my research into that area, I could find three to five main points, focus on them, and develop my article.
Why would the reader be interested in what I had to say? What value would it be to them? Why would they want to use the information? Convert the “I want a big house” to “I want a GREAT avocado?” Well, what does a GREAT avocado mean to them?
It could an avocado not sprayed with pesticides. It could be they want the best value for an avocado. Perhaps they want to know the number of calories, or fat content differentiation between types or sizes of avocados. Does the article answer any or all of those questions?
When you’re doing your research, don’t be lazy! Put yourself in the reader’s mind as much as possible, and then put your curiosity and intellect to work to answer their questions… asked and unasked.
And, if you’re feeling a little down on energy, take an avocado break before you start writing again.
7 Deadly Writer’s Sins: #1
Posted by: | CommentsIf you choose to be a writer, you must write.
Duh!
If you’re anything like me, though, there are times when reading e-mails, Twittering, calling family or friends, or just waiting to be “in the mood” interfere with sitting down to write.
I thought I would share in the next few posts what I consider deadly sins for a writer, beginning with:
Sin #1: Procrastination.
Do I procrastinate? Absolutely. I’ve found a few things that help keep me focused and moving forward. For blogging, one tip I’ve found useful is to pick a topic that particularly interests me the day before I plan to begin writing. Sometimes it comes from a Twitter I read, or a Facebook reference; something I saw on TV or the Internet… or just a thought. By the end of the day, though, I have my topic chosen, and throughout the evening I write subheads. Then, when I start my article the next morning, I decide on three to five major points.
For this article, for example, one point on procrastination is how many great quotes there are about it. Here are a few: “Procrastination is the art of keeping up with yesterday.” Don Marquis
”To think too long about doing a thing becomes its undoing.” Eva Young
”If you want to make an easy job seem mighty hard, just keep putting it off.”
And, one of my mother’s personal favorites (spoken frequently to me when I was younger) ”If and When were planted and Nothing grew.” Proverb.
Point #2: Procrastination spawned an industry. Look at the number of speakers, presentations, books and authorities there are on procrastination — telling us how and WHY to overcome it. Procrastination is considered, after all, to be just another habit (unfortunately not one of our better ones)… a way of coping with the emotions and physical symtoms that accompany various elements of depression.
Driven by guilt, self-doubt, or not wanting to make a decision, procrastination can become habitual until all that we WANT to do, or to achieve, just seems overwhemling.
Point #3: When are we most likely to procrastinate? Interestingly enough, while we can procrastinate anywhere throughout a task or project, we are most likely to procrastinate as we approach a deadline for getting something done.
Point #4: How many of us are procrastinators? Based on some figures from research groups, about 95% of us know how to do this really well. About 20% of us are chronic procrastinators with serious problems as a result.
Point #5: What’s the best way to avoid it? There is, as mentioned earlier, a lot of literature, and “experts” who suggest what to do. I like a solution mentioned by some, including a Harvard University study in 2006, that suggests reasonable and regular deadlines that are defined and recorded on a calendar. Works pretty well, even for a procrastinator like me.
Now then, I believe I’ve said enough for today, and will give myself permission to put off writing about the other 6 sins I consider deadly for a writer until my next blog post.
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