Writing organizational newsletters and magazines can go a long way to highlight and promote new initiatives, trends and industry leadership. I also write feature articles and blog posts, social media content, Op-Eds and columns for CEOs, senior executives and biomedical scientists. Since I assume that people don’t have lots of time to read, I try to get to the point quickly and guide the reader with effective headlines and sub-headlines.
In the era of online marketing and social media, brochures tend to slip under the radar. Yet, when you think about it, marketing brochures are everywhere. There is no “one-size-fits-all” format for brochures – corporate and marketing literature. Their look, feel and messaging will vary, depending on the subject matter and your organization’s objectives, the target audience, and of course budget. My experience with brochure writing, in collaboration with marketing professionals and graphic designers, is broad and deep, covering industries, products and services.
You’ve got a topic. Now, what’s your angle? Avoid a broad approach—get specific. You’ll get overwhelmed if you pick a huge subject like French cooking and try to cover it all. Instead, go with “10 Easy Steps to Make a ____________.”
No one wants to try to fish a few salient points out of your long-winded article. Best to organize your thoughts with a simple outline. Not only will it make writing your blog post easier, it’ll help you make your message focused and clear for your readers.
Think of your opening paragraph as an advertisement for the rest of your blog post, the thing that keeps your reader on the line. You have about two seconds to hook readers.
The one thing you have that other writers don’t is your voice. Cultivate it! Write as though you’re telling a friend about some cool new stuff you’ve learned. Use your own natural, conversational tone and use anecdotes. Keep your language simple and direct. In other words, just be you. No one else can.
You can create interest by using emotional language to write on topics your readers care about. How do you know people will care about your topic? Because you care about it!
Now it’s time to write a powerful close that will help cement your post in your reader’s mind, create engagement, and encourage social sharing. There are many ways to do this, including a short summary of key messages or a call to action.