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Article Writing Templates & Writing Style Guidelines Try to use as many element

Article Writing Templates & Writing Style Guidelines Try to use as many elements per article as possible. They are laid out like this for simplicity. Copy Flow Urgent Problem  Unique Promise  Unquestionable Proof  User Friendly Proposition Objections to defeat:  (covered by) 1. No time (value in ad itself, curiosity) 2. No interest  (urgent problem) 3. No perceived difference  (unique promise) 4. No belief  (unquestionable proof) 5. No decision  (user-friendly proposition) Proof Elements (critical) 1. Demonstration 2. Creative guarantee 3. Reason/justification 4. Specifics 5. The expose 6. Explain the mechanism 7. Sell against type 8. Acknowledge disbelief 9. Highly believable source 10. Testimonials 11. Candor Core outline 1. Headline 2. Drama 3. 50 Words 4. Subheads: what, why, how, when 5. Objections 6. Case studies/examples 7. Summaries: can be in points, can be in paragraphs 8. Next step: sales, subscribe, tell a friend, do something What creates curiosity? -Specifics -Unfamiliar concepts/terminology -A direct contrast to the existing status quo Sale Template Research the pain Talk about the pain to grow the pain (i.e. talk about issues the problem at hand causes) Diagnosis (offer solutions) Educate (on why you should do something with us) Benefits Evidence Important: Selling is not telling. Ask questions in the article! Action Template Attention: 1. Subscript – teaser 2. Headline – attention of desired audience (see headline sheet) 3. Subhead 4. Salutation Interest: 1. Opening hook: it you…then 2. Your story – credibility 3. Here’s what this is all about Desire: 1. USP (unique selling proposition) 2. Appeal 3. Benefits 4. Bullets Action: 1. Bonuses 2. Click here to… 3. Do you want…. 4. Risk reversal guarantee 5. Close the deal…click now 6. PS Use mental triggers in your copy: 1. Social proof (show how lots of people are doing it) 2. Scarcity (show limited quantity) 3. Proof (demonstrate specifically that it works) 4. Stories 5. Commitment and consistency (get them committed to mini “yeses” then bigger “yeses”) 6. Authority (mention credentials or quantifies that make you an authority on the subject) 7. Reciprocity (give them something good and they will want to repay you, hopefully by clicking the link for more information) 8. Character (tie in with story, the loss and redemption story, or the hero defeating adversity story) 9. Specifics ($104.34 rather than $100, be specific) 10. Common energy (us vs. them, us vs. those evil food companies) 11. Anchoring (mention extreme values to anchor them to high perceptions, but also give them realistic ones they can relate to: James lost 130 pounds in 6 months, and Annie lost 12 pounds in 3.2 weeks!) Writing Style Writing is about communication with the emotional mind so it makes sense to the rational mind. People buy things emotionally then justify it rationally. Writing is a conversation with the reader, not a spoken language! You want the copy to sound like a loud hot secret! An emotionally compelling case is something that reaches their gut. Your article needs to be full of energy! It can’t be boring! You want a killer headline, killer bullets, and a killer offer (call to action, get the click). Understand the 7 reasons people buy: 1. Make money 2. Save money 3. Save time 4. Save effort 5. Improve health (will usually wait till emergency first) 6. Increase pleasure 7. Eliminate pain Bullet points are not to condense information! You want to provoke them to read the next sentence! Bullets are meant to make someone to want to do something. Tap into the passions of the reader and use drama and enthusiasm to transfer self esteem to the reader Don’t have a wimpy close, tell them what to do (click the link). Hook the readers 3 greatest goals: time, effort, or money Hook the readers 3 greatest desires: greed, lust, comfort Cater to those goals and desires, and people will read more. Use universal words (don’t use complex words). Use pictures they can understand (an acre is harder to visualize than a football field). This article is about preventing procrastination, get them to act NOW! Content Bridging This is tying 2 concepts together for endless content ideas. First pick a topic main topic and a subtopic: activity, category, product Then pick your topic bridge: Benefits, facts, history, how to, ideas, problems, questions, quotes, thoughts, tips, topics Then build a topic bridge: Space: relate two topics in where they occur (e.g. home, office, car, outdoors) Time: events, stage/phase, season Person/Participant: interest, event, the relations of the participant and what’s going on Don’t forget to check out other articles on the same topic for fresh ideas. Article Re-Writing #1. Changing the structure How-to Resources Experiment Informational Case studies 7 reasons why… Stupid mistakes… Advice on buying The 10 best… Contests What’s new Books/DVD/Music Before and after Inspirational Reviews Profile Checklists FAQ Problems with… Examples of… What went wrong? Where to buy Coupons Trends Magazines/Newsletters Events #2. Change the audience + change the structure: e.g. if it was for stay at home moms, change it to stay at home dads, grandparents, babysitters etc #3. Change the writers perspective + change the structure: e.g. how would a lawyer say the same things? A teacher? A Chef? Write from another persons perspective. #4. Change the location change the structure: e.g. localize the topic for a specific geographic location – online, offline, New York, London, Tokyo, Bala etc #5. Think opposites + change the structure or Thinking opposites + change the location + change the structure: e.g. If you’ve given the budget option go for expensive. If you’re writing about a big wedding, talk about a small one. Vacations in topical locations, and cold weather vacations. Simplify, elaborate. #6. Sub-niche the topic + Change the structure: e.g. if your main topic is search engines, break it up into Yahoo, Google, MSN. If its on a broad topic, like health, break it down into sections, heart health, brain health etc uploads/Ingenierie_Lourd/ article-writing-guide.pdf