A Deep Look Into Article Writing

[Steven Wagenheim]

Okay, we're going to start to get into some advanced stuff as far as
writing goes. To write these kind of articles, you really have to do a little
more planning than for your run of the mill informative article.

This is where article writing and copywriting meet.

For starters, if you're doing article writing for the purpose of getting people
down to your resource box and ultimately to your web site, you need to
construct your article in a way that's going to get THAT job done. In other
words, there are certain kinds of articles, even if they are well written, that
WON'T work.

For example. Let's say somebody is looking for some info on acne and they
happen to see an article, "3 Day Acne Cure" and in that article actually
has the whole cure, step by step. The person reading it will have no
reason to go to your sales page as they already have their solution. So
you need to hold something back.

But that's still basic stuff that everybody should know by now.

However, how you get somebody from the title of your article to the
resource box...that's where article writing and copywriting come together.

In other words, you have to think like a copywriter UP to a point.

Why do I say up to a point?

Because with articles that you submit to directories, you CAN'T make a
sales pitch. You will get rejected. So, you have to be extremely subtle
about how you do this IF you're going to take the approach I'm about to
show you. It takes a lot of practice and tightrope walking to get this
just right. I like to feel that I've perfected this over the years.

Okay, here's how this method of article writing works.

Step 1 - You MUST come up with a very compelling title. It has to be so
good that your prospect can't help but read your article. Think headline
of sales page. It has to be benefit laden and in their face. Let's take
the acne cure thing, "3 Day Natural Acne Cure". If this doesn't get people
to read your article, provided you're targeting the right keywords, forget
it, you're in the wrong niche.

Step 2 - Your intro paragraph has to get right into it instead of setting
them up with a subtle story or whatever method you use. For example,
let's take the acne thing again. I'd start it off with something like this...

Let's just get right down to brass tacks. Your face looks like something
out of a Stephen King horror movie and you're tired of people looking at
you like you had two heads. Believe me, I know what you're going through
because I've been there and have the battle scars to show for it. Well,
you can relax. In this article I'm going to tell you about a 3 day NATURAL
acne cure that you're going to want to get your hands on.

Okay, there's my setup. I've told them what they're going to be reading.
Notice I said I was going to tell them ABOUT a 3 day natural cure. I didn't
say I was going to reveal WHAT the cure was. This is where you have to
be very careful. You don't want to go lying to people. They won't like it.

So, how do you tell them about a cure without telling them what it is?

Well, before we get to that, let's get to the next part of the article.
This is where we, what I call, begin to "lead them through the process"
just like you would with a sales letter.

Step 3 - Briefly tell them YOUR story of how you suffered through the
same thing. Back the story up with some facts about acne so the person
knows what you're talking about. For example, you might say something
like this.

When I was growing up, I was told all the old wives tales about acne and
how you got it. Trust me, it has very little to do with dirty hands. It has
more to do with what you put into your body than on it. Sure, you want
to keep yourself clean, but eating all that greasy food and chocolate is
doing you a lot more harm than that mud bath you just took in the back
yard with your friends.

You can then go into more detail about what foods to avoid and why.
Explain what certain foods do to your body and why you ultimately end
up with acne.

Step 4 - After you've given them all the background information and
explained to them why they're having the problems they're having, the
next step is to tell them about the cure. Tell them about it...don't tell
them what it is. However, you have to give some info about it. Here's how
you do it.

Okay, so you're probably wondering what this amazing cure is. Well, if
you remember what I just said about certain foods being put into your
body that are the cause of your acne? Well, there are certain foods that,
if taken a certain way, can actually clear up your acne in as little as three
days. And let me tell you, these foods are natural, have no side effects
whatsoever and are not expensive. And I know in today's day and age,
that's important...especially with this lousy economy. Besides, can you
REALLY put a price tag on how you look, especially when you're dying to
ask that girl or guy out and don't have the nerve?

And so on. You could go on forever leading the prospect down that road
you want them to take. Keep it short. People have short attention spans
when they're reading articles.

Step 5 - Tell them how they can find out about this amazing 3 day cure.

I'd say something like this.

Anyway, this three day plan is a piece of cake to go through. You can get
more information about it below. I promise you it will be the easiest and
safest way to get rid of your acne.

Step 6 - Write your resource box with the typical strong call to action
to go to the site to find out more about the cure.

The key to this kind of article is that you want it to read like a sales
letter without selling.

Like I said, it takes practice. There is a fine line between underselling and
going too far and getting your article rejected.

Now, if you're putting the article on your own blog, then sell away. The
above method is for submitting to directories, and trust me, it works very
well, especially OUTSIDE the IM niche.

Yes, with IMers, they see right through this, so DON'T try it with them.

In the case of IM related articles, teach them what you tell them you're
going to teach them and then hope that they'll want to learn more about
the subject by going to your site. Just be up front with them, that's all.

Anyway, hope this helps. It will certainly help you with your copywriting.

** EDIT **

Some additional stuff that I forgot about.

There are things I've left out. One of them also relates to copywriting...testimonials.

Now, in the case of articles, I'm talking about quotes from other writers
that you can use in your articles. Naturally, you have to cite the source
in order to use it, but this can add a lot of credibility to your article.

For example, let's say somebody in a publication or a news article said
something about the topic you're writing on. If it supports your views,
you can include the quote in your article, again, as long as you cite the
source where it came from.

This works VERY well when you're quoting people who are REAL authorities
on the subject.

Again, think copywriting and you'll be fine.

[see-you-at-the-top]

Always with the next-level material! Thanks very much, I am looking forward to seeing what I can implement from this in the articles I will write tonight!

[lightningzeus]

this was very useful
appreciate the share, and will put it to good use

[tess47]

Thanks Steve - You have helped me write many a good article! I have an average click thru rate of about 25 to 30%, but I'm always looking for ways to improve.

BTW, I read in another thread where you do a product review on a free Blogger blog that you send your article readers to. Do you have only 1 product on the blog, with just the review or do you also post on the blog?

Just wondering. I've tried it a number of ways, and I'm still not sure what works best.

Thanks again for the great article info - you're the best in the biz!

[lpezzini]

Excellent information. I'm currently focusing on this strategy, hope it does the tricK!

[Jason Zalesky]

Originally Posted by Steven Wagenheim

Okay, we're going to start to get into some advanced stuff as far as
writing goes. To write these kind of articles, you really have to do a little
more planning than for your run of the mill informative article.

This is where article writing and copywriting meet.

For starters, if you're doing article writing for the purpose of getting people
down to your resource box and ultimately to your web site, you need to
construct your article in a way that's going to get THAT job done. In other
words, there are certain kinds of articles, even if they are well written, that
WON'T work.

For example. Let's say somebody is looking for some info on acne and they
happen to see an article, "3 Day Acne Cure" and in that article actually
has the whole cure, step by step. The person reading it will have no
reason to go to your sales page as they already have their solution. So
you need to hold something back.

But that's still basic stuff that everybody should know by now.

However, how you get somebody from the title of your article to the
resource box...that's where article writing and copywriting come together.

In other words, you have to think like a copywriter UP to a point.

Why do I say up to a point?

Because with articles that you submit to directories, you CAN'T make a
sales pitch. You will get rejected. So, you have to be extremely subtle
about how you do this IF you're going to take the approach I'm about to
show you. It takes a lot of practice and tightrope walking to get this
just right. I like to feel that I've perfected this over the years.

Okay, here's how this method of article writing works.

Step 1 - You MUST come up with a very compelling title. It has to be so
good that your prospect can't help but read your article. Think headline
of sales page. It has to be benefit laden and in their face. Let's take
the acne cure thing, "3 Day Natural Acne Cure". If this doesn't get people
to read your article, provided you're targeting the right keywords, forget
it, you're in the wrong niche.

Step 2 - Your intro paragraph has to get right into it instead of setting
them up with a subtle story or whatever method you use. For example,
let's take the acne thing again. I'd start it off with something like this...

Let's just get right down to brass tacks. Your face looks like something
out of a Stephen King horror movie and you're tired of people looking at
you like you had two heads. Believe me, I know what you're going through
because I've been there and have the battle scars to show for it. Well,
you can relax. In this article I'm going to tell you about a 3 day NATURAL
acne cure that you're going to want to get your hands on.

Okay, there's my setup. I've told them what they're going to be reading.
Notice I said I was going to tell them ABOUT a 3 day natural cure. I didn't
say I was going to reveal WHAT the cure was. This is where you have to
be very careful. You don't want to go lying to people. They won't like it.

So, how do you tell them about a cure without telling them what it is?

Well, before we get to that, let's get to the next part of the article.
This is where we, what I call, begin to "lead them through the process"
just like you would with a sales letter.

Step 3 - Briefly tell them YOUR story of how you suffered through the
same thing. Back the story up with some facts about acne so the person
knows what you're talking about. For example, you might say something
like this.

When I was growing up, I was told all the old wives tales about acne and
how you got it. Trust me, it has very little to do with dirty hands. It has
more to do with what you put into your body than on it. Sure, you want
to keep yourself clean, but eating all that greasy food and chocolate is
doing you a lot more harm than that mud bath you just took in the back
yard with your friends.

You can then go into more detail about what foods to avoid and why.
Explain what certain foods do to your body and why you ultimately end
up with acne.

Step 4 - After you've given them all the background information and
explained to them why they're having the problems they're having, the
next step is to tell them about the cure. Tell them about it...don't tell
them what it is. However, you have to give some info about it. Here's how
you do it.

Okay, so you're probably wondering what this amazing cure is. Well, if
you remember what I just said about certain foods being put into your
body that are the cause of your acne? Well, there are certain foods that,
if taken a certain way, can actually clear up your acne in as little as three
days. And let me tell you, these foods are natural, have no side effects
whatsoever and are not expensive. And I know in today's day and age,
that's important...especially with this lousy economy. Besides, can you
REALLY put a price tag on how you look, especially when you're dying to
ask that girl or guy out and don't have the nerve?

And so on. You could go on forever leading the prospect down that road
you want them to take. Keep it short. People have short attention spans
when they're reading articles.

Step 5 - Tell them how they can find out about this amazing 3 day cure.

I'd say something like this.

Anyway, this three day plan is a piece of cake to go through. You can get
more information about it below. I promise you it will be the easiest and
safest way to get rid of your acne.

Step 6 - Write your resource box with the typical strong call to action
to go to the site to find out more about the cure.

The key to this kind of article is that you want it to read like a sales
letter without selling.

Like I said, it takes practice. There is a fine line between underselling and
going too far and getting your article rejected.

Now, if you're putting the article on your own blog, then sell away. The
above method is for submitting to directories, and trust me, it works very
well, especially OUTSIDE the IM niche.

Yes, with IMers, they see right through this, so DON'T try it with them.

In the case of IM related articles, teach them what you tell them you're
going to teach them and then hope that they'll want to learn more about
the subject by going to your site. Just be up front with them, that's all.

Anyway, hope this helps. It will certainly help you with your copywriting.

** EDIT **

Some additional stuff that I forgot about.

There are things I've left out. One of them also relates to copywriting...testimonials.

Now, in the case of articles, I'm talking about quotes from other writers
that you can use in your articles. Naturally, you have to cite the source
in order to use it, but this can add a lot of credibility to your article.

For example, let's say somebody in a publication or a news article said
something about the topic you're writing on. If it supports your views,
you can include the quote in your article, again, as long as you cite the
source where it came from.

This works VERY well when you're quoting people who are REAL authorities
on the subject.

Again, think copywriting and you'll be fine.

Ok you have sold me! I am buying your products Great advice as always now only if we could get our writers to be on the same page as you!

Jason

[TeamGlobal]

Hi Steven,

I've just started writing articles for a new niche that I'm in and your post couldn't have come at a better time. Although I'm making sales they are nowhere near what they should be.

I've been churning out articles left and right lately and now realize that I was focused on quantity rather than effectiveness. Your insights will certainly to help to make my articles more effective. In time, with practice I feel certain that I'll be able to produce them with speed and have the best of both worlds, quantity and effectiveness.

Thanks for generously sharing your expertise.

All The Best,


Tony

[SimonRiver]

Thanks sharing the tips. It looks solid.

[Ouroboros]

Steven,

As Usual, a nugget of wisdom that could stand on it's own as a WSO or a valuable report. I couldn't focus on it like I should tonight but pasted it into WordPad to make sure I read and comprehend it in the morning.

You should take several of your incredible forum posts, throw in a little about how to do a summary and tag box and sell it. I know I'd buy it!

Steve

[Keith Goodrum]

Steven,

Great stuff... as usual.

You say submitting this type of article is walking a tightrope because due to the risk of getting rejected. Would this be something to wait to try until you reach platinum level at EZA? I've read on other threads that article rejections could delay getting bumped to the next level. Don't know if this is true, but was curious what you think.

Keith Goodrum

[MeTellYou]

You know what... article marketing is something that's really profitable, as we all know, but the thing aout it is... it takes time and skill

thanks for sharing your knowledge

[Mary Gallivan]

Hi Steven

Great post - as usual!

This is perfect timing for me as I am just starting in a new niche which I can certainly use this info in.

I read all your posts on article marketing and learn something new every time.

Many thanks.

Mary

[Steven Wagenheim]

Originally Posted by Keith Goodrum

Steven,

Great stuff... as usual.

You say submitting this type of article is walking a tightrope because due to the risk of getting rejected. Would this be something to wait to try until you reach platinum level at EZA? I've read on other threads that article rejections could delay getting bumped to the next level. Don't know if this is true, but was curious what you think.

Keith Goodrum

I'm not sure that waiting will make any difference. EZA doesn't treat
Platinum members any different from anybody else.

Just make sure that you're not "selling" in your article. If you walk over
the line, it will get rejected. I would say I've had about 3 or 4 articles
rejected of this type over the couple of years I've been submitting. One
of them that I clearly remember was on hot conference software. I
honestly don't know why it was rejected, but I must have crossed that
line.

[WritingMadwoman]

Great tips, Steven!

Wendy

[tamtu]

Thanks very informative..would love to implement them.

[Allen Graves]

Steven,

Loved it.

AL

[Steven Wagenheim]

Originally Posted by Tom Borowski

Steven, thanks for sharing your technique. I think it's similar to what others have called the "useful but incomplete" approach to writing articles or free reports.

The only thing I'm curious to see is if EZ will reject these types of articles on the grounds of not delivering on their article title. They recently added this policy to their editorial guidelines and naming your article "3 Day Natural Acne Cure" and then not really letting the cat out of the bag could raise some red flags.

Have you submitted articles like these to EZ recently?

I submit these all the time, and like I said, it's walking a tightrope, not only
on the selling part but on the delivering the goods too.

I never said this was easy. You DO have to give them enough so that
they don't say, "Where's the cure?" and not so much that the reader
says "Thanks, I don't need your stinkin product now."

If this was easy, we'd all be rich.

[Hamida Harland]

Originally Posted by Tom Borowski

Steven, thanks for sharing your technique. I think it's similar to what others have called the "useful but incomplete" approach to writing articles or free reports.

The only thing I'm curious to see is if EZ will reject these types of articles on the grounds of not delivering on their article title. They recently added this policy to their editorial guidelines and naming your article "3 Day Natural Acne Cure" and then not really letting the cat out of the bag could raise some red flags.

Have you submitted articles like these to EZ recently?

Works for me too - this is the type of article I submit all the time and they convert like crazy. I've never had an article like this rejected.

Great post Steve, this is the type of stuff that all these article marketing ebooks don't tell you. It's all very well having a blueprint for making money submitting articles, but when it comes down to it HOW the article is written is one of the most important things.

[Steven Wagenheim]

Originally Posted by Hamida Pall

Works for me too - this is the type of article I submit all the time and they convert like crazy. I've never had an article like this rejected.

Great post Steve, this is the type of stuff that all these article marketing ebooks don't tell you. It's all very well having a blueprint for making money submitting articles, but when it comes down to it HOW the article is written is one of the most important things.

Hamida, glad to see others are doing this and can attest to the strength
of this method.

It doesn't work for every topic but for the ones where you really have
something to sell, it works like gangbusters.

Just think like a copywriter and NOT like an article writer.

[Greg Cooksley]

Great post Steven,

Thanks...

Regards

Greg

[Gunter Eibl]

Dang Steven, that sounds like article marketing is hard work! Why didn't you tell us

Gunter

[Tuzic]

hi,

fantastic post very informative offering great information especially to newbies like myself.

[Ephrils]

Awesome post Steven!

I think that explains why my first articles did so well and my current ones don't. I give away too much information. This WILL take practice, but hey, if it brings in money I'm gonna learn it.

[Ephrils]

I got an update on this. I submitted an article using this outline and it went live today. 12 click throughs 1 sale, about 15% CTR.

This was definitely my problem I was giving away too much information. No reason for them to go through. Every article will be like this now.

[carik42]

Sound advice Steven - thank you.

Funnily enough, Travis Sago has just been explaining to his Bum's that you need to sell a potential solution to a problem or whatever, rather than actually giving them the answer. Seems like you two are well in tune

[Steven Wagenheim]

Originally Posted by carik42

Sound advice Steven - thank you.

Funnily enough, Travis Sago has just been explaining to his Bum's that you need to sell a potential solution to a problem or whatever, rather than actually giving them the answer. Seems like you two are well in tune

Hey, read my post about Travis. The guy knows his stuff and YES, we are
very much in tune.

And as much as I know, I learn a lot from him too. The guy is VERY smart.

[carik42]

Apologies Steven...

I do tend to scan the posts here.

Hey, I regard you two as VERY similar in many ways...both singing from the same hymn sheet etc.

Got a lot to thank Travis for to be honest with you, if it wasn't for him I wouldn't have an online career (and no it's not through BM). Gonna be meeting up with him in Vegas in Feb so it's going to be an interesting experience.

For what it's worth, and I hope I'm not distracting too much from the direction of the thread, but I think this is one of his finest moments:

YouTube - Marketing Tips - Show and Tell

Cheers

[carik42]

Yikes!!

Didn't expect a simple link to do the above! Is that allowed mod's? If not, I apologize...was not my intention.

[Steven Wagenheim]

Originally Posted by carik42

Apologies Steven...

I do tend to scan the posts here.

Hey, I regard you two as VERY similar in many ways...both singing from the same hymn sheet etc.

Got a lot to thank Travis for to be honest with you, if it wasn't for him I wouldn't have an online career (and no it's not through BM). Gonna be meeting up with him in Vegas in Feb so it's going to be an interesting experience.

For what it's worth, and I hope I'm not distracting too much from the direction of the thread, but I think this is one of his finest moments:

YouTube - Marketing Tips - Show and Tell

Cheers

This is the first time I ever saw Travis speak.

Great video. He is a natural in front of the camera.

Unlike some of us who are just, well, um...nevermind.

[Kate Carpenter]

Great post, Steven! Especially good and easy to understand/implement because of your superb examples!
Thanks for taking the time to share.
Kate

[Ephrils]

I can see how the line wold be hard to ride. You've got to deliver on the title but still leave them hanging at the end. Provide informative information then dangle your link in front of them for more. Tough if you don't know your niche that well.

[Vyliss]

Hi steve, how long are your articles usually?

[AndrewCavanagh]

Originally Posted by Steven Wagenheim

This is the first time I ever saw Travis speak.

Great video. He is a natural in front of the camera.

Unlike some of us who are just, well, um...nevermind.

Oh yes Steven. On video you are definitely "nevermind".

But you do deliver some GREAT content.

Kindest regards,
Andrew Cavanagh