How to Write Articles That Sell

How to Write Articles That Sell
by Allison Whitehead

Writing an article is rather like building a zoo - you've got to sort out your cages before you put the animals in.

Before you think I've mixed my monkeys with my metaphors, let me explain. A factual article is an attempt to pass on a series of facts to the reader. These facts should be suitably arranged within the article, the aim being to present a smooth and rounded piece of work.

Obviously enough, a high standard of writing is required throughout. And in order to achieve this, a carefully planned outline should be sketched out first. Any flaws in the structure can then be dealt with before the first draft reaches the page (or the screen).

Of course, there are some fortunate people who can sit down and write an article without first sketching a plan - and then go on to sell the final result. They are the envy of many an article writer, as they can plan the necessary information out in their heads before they begin, thus saving time, paper and trees. Yet I suspect the majority of us will have to be content with doing it the hard way.

Starting with the basic facts, the first step is to arrange your information in a logical order. I tend to use a flow diagram at the planning stage, as it gives me space to branch out with additional ideas which I may also use. My initial diagram will provide an initial and very broad base to work from, while a second one will concentrate on the development of just one of those initial ideas.

A good structure may not show itself in the finished product - but the lack of one almost certainly will. Time and thought is well spent at this stage, and should make the actual writing of the article easier to approach. You will not want to be concerned with the planning process as you begin to write, as this will stem the flow of your creative juices. A good plan will allow you to concentrate on putting the right words in the right order.

The key point to remember is not to put your monkeys in with your macaws. Make sure your facts relate to each other, both in succession and within the entire article. I very much doubt if the monkeys would get on well with the macaws - and facts which do not belong together will clash in much the same way.

If you are constructing a ‘for and against' article, the opposing viewpoints will need to receive special attention. There are several ways to approach this in your initial plan.

If the magazine's style favours it, you may choose to set out the points in a chart form, under the appropriate headings. This is probably the simplest method. It can also be used in article form, with the ‘for' and ‘against' arguments following each separate point in the debate.

Alternatively, you may choose to present the ‘for' argument entirely separately from the ‘against', using examples and anecdotes to illustrate the pros and cons.

Whatever the subject and approach you use, the outline should be somewhat like a word association game when completed. A well structured plan will flow logically and smoothly, as should the finished article, and your sixth writer's sense should tell you when this has been achieved.

You may find it helpful at this stage to indulge in some free writing. Keeping your rough diagram to one side, jot down any thoughts or ideas which may work their way into the article.

Do not worry if you begin to distance yourself from the original thought. You are not writing the article at this stage. Any ideas which are not relevant can be discarded, and perhaps picked up later as the basis of another article.

So, having completed a suitable structure and a list of ideas, we can now move on to the first draft. The initial task here is to get a rough version of the article down on paper. The refining process will come later.

Keeping to your outline, begin to develop the facts into a simple yet informative style, paying special attention to the first sentence. You should always aim for a strong opening which will reach out and grab the editor by the throat; something which will make your article leap from beneath the hundreds of other manuscripts and demand to be read.

One method of doing this is to use the ‘question mark' opening - ask a question which you will then provide an answer to in the final paragraph. By asking a question, you immediately bring your readers into play by talking to them.

Adapt to the pace people live at today. If you have not managed to attract their attention within the first few words, it is highly unlikely they will read further. And of course, if you don't create an eye opener for starters, your article probably won't even get past the editor. Remember the key word - it must be readable.

So, having created the best opening sentence in the history of literature, you should now avoid the slippery slope into oblivion. A strong opening will gain attention, certainly, but it will not help to sell the article if the remaining words and paragraphs do not continue the initial promise. And no article sells on the first sentence alone. Every sentence must make the reader want to continue to the end.

The style you adopt will depend on several factors: length, the style preferred by your target market, the demands of the subject itself, and your own personal preferences. This is perhaps the correct order in which to list them, as your own personal style must be adapted for the occasion. If, like me, you tend to have the occasional bout of verbal diarrhoea, then you should be particularly careful when writing a 500 word short.

So, having teased out the first draft from your plan, you can now progress to the third stage. Put the article in a drawer, folder or file, or on a rarely used disk and leave it alone for a few days before editing it.

This is often the hardest part. Having been so close to your writing, it is difficult to let go completely and move on temporarily to something else. Yet it will provide you with the best results.

Errors made by a smoking pen at times when you think faster than you can write will shine through the initial draft and beg to be put right. If time allows, this process is best repeated, in order to get rid of tiny errors which you may previously have overlooked. Always aim for the best you can do.

And over time, if you continue to persevere, you will find that your best will get even better.

About the author:
Allison Whitehead has been writing - and selling - articles for sixteen years. Her extensive knowledge has been distilled into a four step blueprint for article writing success, called ‘Hey, I Really CAN Sell My Articles!', available for immediate download from www.lulu.com/smoo_publishing