There are two things that will guarantee success with your writing, even if you don’t consider yourself a professional author:

1. Expertise
2. Passion

You can even make a typo or a grammatical error and most readers won’t mind as long as you deliver valuable information readers can use with enthusiasm and conviction. (I don’t suggest you ignore these blights; get them quickly edited out.)

But if you are writing with energy, and you know what you’re talking about, don’t sweat the rest. You can’t fake expertise and passion, but you can certainly find it within yourself and learn to bring it out onto the paper or screen.

Those two things, expertise and passion, will guarantee you a home
run blog post, article, or newsletter. Nevertheless, here are five additional things that will improve the quality of your piece:

1. Include some statistics (use the web to do a little background search)
2. Include a quote from a well-known author or expert
3. Include a paragraph from a book you’ve read on the topic
4. Include historical background that affects your clients today
5. Include a prediction about this topic and how it will affect your clients in the future