Writing is writing, right?
Well, yes and no. Certainly there are requirements common
to all writing. Correct spelling, for example. But the
requirements vary according to the task.
In writing a story, such things as sustaining suspense and
pace are fundamental. If the reader does not feel compelled to
turn the page, the tale does not "sell."
Oddly enough this characteristic essential in fiction,
applies to writing articles. If visitors do not read
enthusiastically to the end of the work, then you did not reach
them.
A Rule Of Thumb
While there are many options in structuring an article,
it's hard to beat that old, tried and true formula that goes
like this.
> Tell 'em what you're going to say.
> Say it.
> Then tell 'em what you said.
This format is excellent. Readers can see in a glance
whether or not they have need for the information that follows.
Thus they can quickly move on if they do not. What's more, they
will thank you for not wasting their time by dragging them into
content of no help to them. This applies to articles you write
for your newsletter and for those you submit to others.
Some Guidelines
The following are must-have elements authors who want their
work to be accepted as first rate must include. While I'm
thinking of articles here, all applies pretty much as stated
to web pages as well.
Writing Without A Purpose
It doesn't work. You have likely seen hastily written
newsletters that simply ramble from beginning to end. Sure,
there may be an idea or two mixed in that's worth a thought.
But most will go unnoticed for few will struggle through the
ramblings.
Before beginning, a clear purpose for the piece needs to
be defined. The point you want to make, if you will. Or the
information you want to provide.
Next consider the points your want to include that
collectively define that purpose and demonstrate its value.
Start With A Bang
The title matters more than many believe. Think of it as
the headline on a sales presentation. Its purpose is to draw
the reader into the first paragraph of the article.
The first line of the first paragraph, and the first
paragraph itself, are critical. It is while reading this text,
your reader will decide whether or not to continue.
Hold To A Steady Even Flow
While extensive outlining is not much help, it's a good idea
to know before you begin writing, how you plan to grab attention
immediately. And equally important, how you want to wrap. This
needs snap, if you can manage it. Something memorable the
reader carries away that reminds them of what was presented.
Given you know how you want to begin and end, consider the
points you want to make within the article. Some recommend
ordering these points with the most important first. This is
the format used in newspapers so that wherever a reader quits,
they have seen the strongest points.
While many also recommend this format for articles, it
doesn't work as well for me. Flow matters more. That is, begin
with the point that matters most if possible. But be sure it
flows from the headline. Else choose to open with a lesser
point. There must be no sudden "jump" between the headline and
first sentence.
Organize so that other points flow from the first to the end
of the piece. To put this another way, later points in the
piece may be more important than earlier ones, but include them
where they best fit within the flow.
Ideally, one builds from a title to a startling conclusion,
all as one steady crescendo, with content increasing in
significance and impact. In reality, this is seldom possible.
Simply arrange the points you want to make in a manner your
readers will find sensible.
The Secret To Great Paragraphs
The first line matters, but the last one matters more. In
making this statement I'm at odds with many writer. But I think
in terms of flow. Always. Let the first line sustain and
enhance interest as possible. Let the balance of the text make
the point clearly, but flow into the last sentence.
Let the last sentence express the essence of the point,
to be carried into the rest of the piece. When an article
is organized in this way, the reading task is easier. Only
the last sentence in each paragraph needs to be remembered
to understand what follows.
These aren't rules. If you look at what is written above,
you'll see I did not follow this pattern in all cases. At times
it just doesn't work well. Still, accent the meaning of the
paragraph in the last sentence as possible.
The Last Sentence And Transition
The last sentence must also flow as nicely as possible into
the next paragraph. This encourages the reader to continue and
makes for an easier read.
Note the paragraph above that begins with, "These aren't
rules." This is a distinct break from the prior paragraph.
And this is often needed. In this case, similar but related
points are made. While the ideas flow from the paragraphs
above, they do not flow from them directly.
Subheadings To The Rescue
Whenever the flow can not be evenly sustained, use a
subheading as above. This creates a distinct break from the
thinking in the previous section, and begins a new one. Sure,
the content under the subheading needs to be appropriate. But
it may be quite different than content in the previous section.
In a more formal piece, I might have used, "Use Subheadings
When It Is Necessary To Break The Flow." My style is to punch
up subheadings as possible. The one I chose above says nothing
to those scanning this piece, and is thus not the best choice.
But it fits with what is being said.
Wrapping With Snap
At the very least, wrap an article on a positive, upbeat
note. Leave your reader nodding his or her head in acceptance.
Or with a grunt of surprise. Or a chuckle, maybe. I'm really
done with this piece here, but I'll take a shot at a wrap.
Grab your reader by the nose with your title and the first
sentence. Grab real hard. And don't let go of that nose until
they've read the very last sentence. This is your task as a
writer. Do this right, and your readers will never know what
an awful thing you have done to them. They will simply say,
"Thanks."
Bob McElwain, author of "Your Path To Success."
How to build ANY business you want, just the
way you want it, with only pocket money.
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