An update on an old-ish writing project from a year ago. Our client wanted a refresh on her page on real estate financing, indicating more graphs and colors. After a quick review, we advised her to keep it the same and instead to blog about the latest developments in financing for her real estate clients. In addition, she should update her page with links to reference sites that help solidify her thoughts around each aspect of real estate financing.
This helps us segment into the meat of this post. You need to ask yourself why you’re writing this post and who is it for. Keep those 2 clearly in your mind, and DON’T STRAY! Today’s online reader will skim an article in 5 seconds to determine if it’s worth their time to read. If you cannot convince them in these crucial moments, they’ll move on and your article will not achieve it’s reason for being. What I like to do is this:
- The first paragraph should confidently state what benefits the reader will get from investing a few minutes to read this article. Emphatize so you can connect with the reader.
- Now, deliver on that promise in a concise (bullet point where necessary) manner.
- End with a call to action – whether it’s summarizing the information (what can they do with it?) or take the next step.
That’s it. Now get going and write that next article…