“News is what people want to keep hidden, and everything else is publicity.”
– Bill Moyers, National Conference for Media Reform
When you control the outlet, you control the output.
Blogging serves three functions:
- Serve you target clients
- Establish authority
- Spread your message
- Know Your Audience
* Who is your Ideal Client?
* What do you want to say to them?
- Behold the Power of the Outline
* Beginning = Lead
* Middle = Body
* End = Conclusion
- Tell a Story
* Stories are sticky. Stories about people doubly so.
* Focus on the writing, not on keywords.
* Use anecdotes, case studies, personal experience, or parables.
- Use Compelling Details
* Get the name of the dog.
* Use all five senses where appropriate.
* Present information in a logical order.
* Do your research, but don’t rely onWikipedia for anything you stake your reputation on.
- Stick the Landing
* A numbered list article can just stop.
* A how-to or issue article can close with a call to action.
* A profile should end on a note that captures the personality of the subject.
* A “circular” ending reflects back on the lead by bringing in a common element.
- Write a Compelling Headline
* Grab the reader’s attention.
* Consider writing the headline last.
* Use the keywords readers will search for.
- Remember the PUGS
For further reading
* Follow the Copyblogger blog: copyblogger.com/blog
* An excellent book on the writing craft is Writing Tools by Roy Peter Clark.
* Kathy Ide’s book Proofreading Secrets of Bestselling Authors provides the information you need to know about PUGS