But there are definite "best practices" you can study and learn to make this easier and better. So here's a simple list to get you thinking and practicing…
- Be clear, be very clear about your point
- State your point clearly, simply
- Make a list of key sub-points to make it easier to scan
- Include emotional language as well as the facts
- Illustrate your points with anecdotes, examples, stories of real people
- Use metaphor and anologies to spice up your writing
- You can go deep, but avoid complicating or over-intellectualizing
- Write conversationally, Include pronouns such as "you" and "I"
Here's a step many professionals want to just skip: After you write your article, you must re-read with a newcomer's eye. Make your writing as clear as possible for someone who isn't familiar with your topic.
Don't Be Boring
The trick is to be clear without being overly simple and boring. You won't connect with anybody if you don't grab their attention with bold statements, or interesting examples.
I'm sure this blog post doesn't exactly rock with metaphors or a good story, so I'll throw this "back story" in.
Use Real Stories
I'm actually writing this from my home in Mexico where the sun is just coming up over Lake Chapala. I was wondering how to expand on my previous post, 3 ways to Write Content that Brings in Business.
I was inspired after reading a great post over on Copyblogger by Demian Farnworth, The Disgustingly Simple Rule for Web Writing That’s Often Hard to Swallow.
The point Demian makes is that intellectualism is a good thing, except when it comes to writing on the web. For content marketing purposes, you must keep it simple, sweetie.
I recommend you read this Copyblogger post, because it's got some great points about connecting with readers who are searching on the Web for information. You have to put yourself in their shoes, and learn to think like your readers might be thinking.