Some basic ground rules for writing your article
1. Understand what your typical clientele are reading. Are they reading the lifestyle pages, the business section or the health advice column? Would they pick up a free mag at your local health food shop, or search online for health information? The more you understand who your typical client is, the more effective you will be in writing a great editorial and submitting it to the best choice of publication.
2. What does your preferred client want to know about? It is of the greatest importance to create an editorial about what can benefit your readers, rather than what will benefit you! This is the WII-FM principle (that’s what’s in it for me). What benefits will they receive? How will they feel? Is there any credible evidence to back it up?
3. Use clear concise language that is free of jargon. Be very careful to avoid jargon that is specific to your area of expertise. Writing about the ‘energetic spectrum of quantum physics to rejuvenate your aura’ is not really suited to readers of your local newspaper!
4. Don’t cram too many ideas into the one article. Are you are jack of all trades? Please don’t be! In most instances, this is a very big mistake that many therapists make at some point. You will be much more effective when seen as an expert in a particular area. Do not try to be everything to everyone. This will water down any impact you may have. To be seen as an expert you need to specialise.
5. Be very clear on the purpose of your article before putting pen to paper. Is it to attract clients? Is it to make an announcement? Is it to educate?
6. Determine whether you are going to write as a ‘third party’ (the way a journalist might write it), or as yourself.
Writing your article – a suggested format
1. Start with a compelling headline. Many people scan headlines before choosing to read an article, so be sure your headline will capture the attention of your target market.
2. Open with a statement or question. Your opening line needs to be interesting so that your reader wants to continue. You may make a statement of a current trend or observation, or a question regarding a common problem being people may be experiencing. (You’ll notice I started this article with a question appealing to you as a reader, followed by a statement of what this article will cover).
3. Present your information clearly and concisely following a logical progression.
4. Include a quote to add credibility to your article. This could be from an expert in the field (including yourself) that you are writing about, from a client, or from a scientific journal that backs up the point of view you are presenting.
5. Include a footnote that enables the reader to contact you. Some publications may accept a brief biography here.
6. Have a few people proof read your article and provide an honest critique so that adjustments can be made prior to submission.
Submitting your article
There are hundreds of publications and website that may accept your article. The logical place to start is your local newspaper. They are always looking for interesting items to include that are of local interest. If your item is newsworthy or has a wider interest and is well written, definitely submit it to your larger regional newspaper. Once you have determined the best places to run your article that will be read by your target audience, contact the editorial department for contact name and details. Email your article clearly identifying the author and contact information. Including a relevant quality high resolution photograph (not just a cut and paste from the web or similar) will also enhance the chances your article will be published. Bear in mind that your article may be edited. You may also be contacted for interview to further expand on what you have submitted. Your article can also be submitted to relevant trade and special interest magazines and to hundreds of online article directories.
Article checklist
-Where will your article appear?
- Who will be reading it?
- What do they want to know?
- What is the one idea you wish to convey?
- Have you written from the readers perspective?
- Does the headline compel the reader to read on?
- Is it informative?
- Is it free of jargon
- Is it believable? (Use testimonials, quotes etc)
- Is your contact information or bio included at the end so you can easily be contacted?
Someone once said “it’s not what you know, but who knows what you know”. Presenting your knowledge to the world using articles is a powerful way to become known and build your health practice and reputation effectively. The best thing is it's free!
I am always available to proof read your articles. Feel free to email me at krishna@vitalityoptions.com.au and I will be happy to offer feedback.
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