“News is what people want to keep hidden, and everything else is publicity.”
– Bill Moyers, National Conference for Media Reform

Why Blog?

When you control the outlet, you control the output.
Blogging serves three functions:

  • Serve you target clients
  • Establish authority
  • Spread your message
  1. Know Your Audience
    * Who is your Ideal Client?
    * What do you want to say to them?
  2. Behold the Power of the Outline
    * Beginning = Lead
    * Middle = Body
    * End = Conclusion
  3. 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.
  4. 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.
  5. 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.
  6. Write a Compelling Headline
    * Grab the reader’s attention.
    * Consider writing the headline last.
    * Use the keywords readers will search for.
  7. Remember the PUGS
    * Punctuation
    * Usage
    * Grammar
    * Spelling

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

By Kristen Stieffel

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