Article writing meets copywriting | How to undersell your product via Ezine

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.

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.

Anyways,I found this somewhere (can't give link) hope this helps.

 

rep added, great post!!

on a side note ... i find that people that find my sales page via articles seem to have less of a clickthrough rate than people that find my site via search engines ... admittedly those finding it my search engines are generally searching on product name, so are somewhat predisposed to purchase anyway ...

is this kind of difference common is it worth having different sales pages for articles vs search traffic?

 

I've read this post on another forum - and if you're not Steven Wagenheim, then you've no right to post this.

 

U should have also included the source,its written by Steve and can be found on warrior forum.

 

I was reluctant to give out a link or name of the forum, I feared if it could be seen as spamming.

 

The thing is, you posted it as your own - you took credit for it, and you were given rep. You only edited it and mentioned it wasn't yours after jm55 posted.

I'm not sure about copyright with regard to forums, but I'm pretty sure the original poster (and possibly the owner of the forum where it was originally posted) are the only ones with rights to a particular post.