7 Key Elements to an Article

# 1 When writing educational articles to increase your advertising results and to becoming recognized in the community, target the Women’s Market!

Why?

Because women are the most influential and powerful demographic group!

According to The National Foundation for Women Business Owners:

  • Women are the primary consumer decision maker in 85% of all households.
  • Women are expected to acquire 94% of the growth in U.S. private wealth between now and 2010.
  • Women earn more than $1 Trillion annually; spend over $3.7 Trillion, business spending is $1.5 Trillion and control over $14 Trillion of wealth.
  • Women constitute the most influential mainstream market.

Women buy based on the information given and the relationship they form with the practitioner or the brand.

“Women start the purchase decision differently from men…they ask around; women pursue a different outcome from men…they look for the perfect answer; women seek more information and investigate more options; women develop loyalty over the long haul and share their decisions with others.” (Marketing to Women, Second Edition by Marri Barletta, 2006)

Our article packages incorporate the Enabling Process that women go through to make a decision.  Women are today’s decision makers.  We’re focused on them.  Are you?

Marketing Key

# 2 When writing educational articles to increase your advertising results and to becoming recognized in the community, identify the 5 or 6 most commonly asked questions about your products and/or services that are asked over and over again by prospective clients, customers or patients.  Then, answer those questions in reader friendly educational articles as if you were speaking directly to a prospective client, customer or patient.

Why?

Educate.  Empower.  Energize.  An educated consumer is a better consumer.  Women will work with product and service providers who add value to their lives.

 “…women seek more information and investigate more options….” (Marketing to Women, Second Edition by Marri Barletta, 2006)

 Answering these most commonly asked questions in an educational manner accomplishes the following:

1. It saves you time and money!

How much time do you or your staff spend answering the same questions from prospective clients, customers or patients about your products and/or services over and over again…each hour, each day, each week, each month?  It really adds up!  Saving time = saving money.

And, by the way, who answers those questions anyway?  Is it you, the expert? Or  as often happens, is it an inexperienced or non-qualified employee answering technical questions from prospective clients, customers or patients? Could you be losing sales due to misinformation?

Having the expert (YOU!) answer these questions in an educational article in advance, not only saves time but ensures accuracy – which leads to more sales!

2. It positions you as the local expert in your field or specialty.

Answering questions and providing good, educational information demonstrates your expertise and shows the reader that you know your stuff! Doing this on a regular basis over a period of time establishes you as the local expert in your field.  Once you establish yourself as the local expert, your competition fades into the sunset.

3. It pre-qualifies prospective clients, customers or patients and eliminates the “tire kickers.”

When you answer their questions in advance, they understand what you do, how you do it, and that you are the local expert in your field.  So when they call, they are ready to buy!  Your job is to make the sale!

When writing your educational articles, let your personality and humor shine through, write as you are speaking to one individual. People will do business with people relate with and they like.

Marketing Key

#3 When writing educational articles to increase your advertising results and to becoming recognized in the community, include a reader friendly picture of yourself, generally a portrait, taken by a professional.

Why?

A picture is worth a thousand words! Think about what affect pictures have on you.  Women really relate to pictures, it builds familiarity and a relationship before you even meet.   Your picture, along with your article, provides the reader with a direct connection to you.  Repeated exposure to your picture will help to eliminate your competitors from the minds of your readers.

And besides, by including a photo of yourself with your educational article, you will become the most recognizable person in your field in your community.  How amazing is that?

Marketing Key

#4 When writing educational articles to increase your advertising results and to becoming recognized in the community, don’t forget to include your Bio!

Why?

Why not?  Take a little space to brag about your education, how long you have been in business, your professional affiliations, membership in business and community organizations, and/or any other pertinent information that might be of interest.  Of course, the readers will think you are bragging about yourself and you are!  Including this information supports the connection between you and the readership.

Marketing Key

#5 When writing educational articles to increase your advertising results and to becoming recognized in the community, be sure to include written testimonials from your happy and satisfied clients, customers or patients.

Why?

Because when you say or write nice things about yourself (as in your Bio) people consider it bragging.  When other people say or write good things about you, it’s credibility.  It’s proof.  Testimonials can sell when you cannot.

Educational articles that include testimonials have a much more powerful effect on the reader than traditional display advertising.  Testimonials are a call to action on the part of the reader.  Ideally written, testimonials should reduce risk or show value.

Don’t have any testimonials?  Ask your three best customers why they do business with you and then ask them to put it in writing!

Marketing Key

#6 When writing educational articles to increase your advertising results and to becoming recognized in the community, be sure to include a catchy title that peaks the reader’s interest but also gives the reader an idea of the subject matter.

Why?

A catchy or whimsical title can be very effective in persuading the reader to actually read your article but don’t make it ambiguous.  If you make the title ambiguous, you very well might miss your audience.  For example, a title such as “It Seemed Like It Was Too Good To Be True, But It Wasn’t” doesn’t tell the reader anything about the subject of the article.  You may be selling the best widgets in the universe but widget enthusiasts might very well skip over the article because there’s no hint as to the subject matter.

On the other hand, a title such as “The Dirt On Natural Soap” is a very catchy, whimsical title AND it tells the reader exactly what the article is all about.  See the difference?  Good.  Now, go out there and write a catchy title for your educational article that peaks the reader’s interest while giving the reader an idea of the subject matter.  Having writers block, we are here to help, just ask!

Marketing Key

#7 When writing educational articles to increase your advertising results and to becoming recognized in the community, be sure to include your contact information and a call to action.

Why?

This is a no-brainer, right?  If they don’t know where to find you, they can’t buy your goods and/or services.  Of course, the emphasis should be on the education in your educational article, but including a display ad with your name and/or the name of your business and the usual cascade of information will bring the whole package together.  Depending on the type of business you are promoting may determine what is placed in the display ad. Also a call to action is important to include, even it is just “Call Today!”  or “Visit our website for more information.”

Marketing Key

So there you have it – “7 Key Elements of an Article” to increase your advertising result and being recognized in the community. We hope that you have found them to be helpful! 

We have found that the education articles are the most successful! No other publication does what we do.  Our unique combination of education and advertising creates community awareness and branding for your business and offers tremendous potential for growth.

If you have any other questions regarding your submission, please contact your rep direct or call the home office at 888-749-5994.

PDFPDF – 7 Key Elements to an Article