You have 3-5 seconds to stop a reader and persuade him or her to read further. Here are five techniques I have used to (hopefully) stop readers in their tracks and lead them into the article. 1.
Your headline is the key. Don't be cute. Don't use funny phrases. Don't confuse people. They turn the page faster than you can hit a key on your computer.
Write a headline that fits into their life. We all know some of the key action words such as love, hate, terror, mistakes. Use action words in your headline built around a subject that will probably interest many of the readers of that publication.
Examples: Five mistakes almost everybody makes writing emails How to add an hour of free time to your day That terror on the highway could be you! 2, Use internet research to check the popularity of your subject. Type in key words from your article into google. How many pages does google display on that subject? Do the same with amazon.
com . How many books are being offered on that subject? Don't be dismayed by competition. That is a good sign that the subject is high in public awareness.
During World War II the OSS searched for key words in German newspapers. The frequent use of the word "food" often meant there were food shortages in particular cities. (The propaganda writers may have been writing that there were "no food shortages." It would not be necessary for them to keep repeating that information if there were no food shortages).
3. Use a subhead to continue to hold their interest. If your headline was - Five mistakes almost everybody makes writing emails, your Subhead could be some fact from your research. Example: A prominent stockbroker made an email blooper that cost him over $125,000 4.
Your first paragraph must expand on the interest you have attracted. Don't digress. Don't change the subject. Add more interesting facts that support your theme. Beverly Sills wouldn't start singing Carmen to an applauding audience and suddenly switch to ganster rap. 5.
The magazine you want to write for can teach you how to write for them. Clip some articles that you really like from that publication, Now cut out the headline, subhead, first paragraph, follow-up paragraphs, and ending. Paste these elements on separate sheets of paper. Write by each element what technnique the writer was using to capture attention, advance the story line and keep you reading. Soon you'll have a complete blueprint of a successful article - a "formula" that the publication's editor already likes!.
Use your own words in following that blueprint. This technique is known as reverse engineering. Car manufacturers have used reverse engineering for years in taking apart competions' most successful cars to learn their manufacturing secrets. Good writing and good luck.
Both are necessary ingredients of a successful writing career.
Hal Gieseking is the former consumer editor of the Reader's Digest's Travel Holiday magazine and past president of the Society of American Travel Writers. For more of his interview and writing techniques see free preview chapters of his new book posted on http://www.virginiahospitalitysuite.com/freelessons.htm
