How To Write Articles That Create Credibility

(c) 2003, Ginger Geracitano

There are many articles floating around the 'net that tell you that writing articles is the best way to create credibility for yourself, and become an expert in the eyes of your readers. I plan to bring this one step further, and help you to ensure that the articles you write actually achieve this goal!

You see, as an E-zine publisher, and professional Training Coordinator responsible for providing helpful training tutorials to a membership of over 104,000 members, I've been receiving a lot of articles that tell you what to do without telling you WHY.

I think perhaps these particular authors have taken the entire "become the expert" a little too literally. It's great to reveal 'secrets', and share methods of success, but when you simply tell your readers to do something, I'm afraid you come off as pompous, rather than as an expert.

Wouldn't you prefer to be the person that relays the type of information that finally makes that "light bulb" turn on over your reader's head when they learn something new?

Consider this, are you telling your readers WHY they should do what you're telling them to do, or are you simply laying out 'Rules'?

Why should we do what you tell us to do?

More importantly... HOW do we do what you're telling us to do?

To avoid sounding like a dictator, and to actually provide the help that your readers need, use this checklist before considering your article ready for print:

1) Have you created trust with the reader by providing the background that makes you credible? Have you shared your own experiences, and communicated your reasons for believing that your methods work?

2) Have you provided examples of the things you're telling them to do, or examples of what you're telling them works?

3) Have you explained your methods in every day language, leaving the technical 'jargon' OUT?

4) Have you tested each statement of instruction against the "How To" rule? (explained below)

Remembering that when we are writing articles to communicate helpful, and useful information, we have to make sure that what we write actually does HELP!

The best advice I ever received regarding article writing was from another publisher that I respect. I had sent a new article to her, and asked for feedback. She told me that my article was good, but could be GREAT, if I had only shared useful resources that backed up what I was saying!

You know what? She was absolutely right! When we write articles, just like anything else we do in marketing, we must identify our audience, and write to them specifically. One of my favorite tests of 'relevancy' is to have a NON marketing friend read an article. I then ask them if they think I've provided useful "How To" material.

Using the checklist above is a good start toward evaluating the usefulness of your articles. The last bit of advice I have is something I call the "How To" rule.

To test your article with the "How To" rule, simply look at each statement of instruction you make within your article. Statements of instruction usually require your reader to do something:

"Use Powerful Headlines"
"Create Credibility"
"Build Trust"
"Establish A Need"

Once you've identified your statements of instruction, simply identify wether or not you've provided examples, or "How To" details. If you haven't, I advise you to re-work that section of your article in such a way as to explain your meaning to your
reader.

Using the examples above:

"Use Powerful Headlines"
(Provide examples of powerful headlines, and WHY they are powerful.)

"Create Credibility"
(Explain at least one way to create credibility, and why it's important to do so.)

"Build Trust"
(Give examples of trust building, and how to implement them.)

"Establish A Need"
(Share the reasons, and HOW to do it!)

Explaining the WHY behind your instructions and methods is often the difference between an article that leaves your reader with questions, and one that actually provides them the help they were hoping for when they started reading!

Establish credibility with your reader by becoming the person that finally explained the WHY and HOW of a situation. Be remembered for helping to "Turn on the light bulb"!

This article may be reprinted freely, with this resource box intact. Ginger Geracitano is the editor of The Portal To Success E-Zine, and provides Business Success Coaching, Web Design, and Professional Writing services to a varied clientele. To subscribe to her bi-weekly publication, visit: http://theportaltosuccess.com