Articles
Each year, companies produce thousands of articles for their own newsletters and e-zines, as well as for publication in the business and trade press. And for good reason. Articles enjoy a higher readership than most other marketing-oriented pieces that a copywriter might produce. Think about it. You probably read articles all the time. But how often do you cozy up on a Sunday afternoon with a good brochure?
Articles also are very effective in spreading the word about a new product or service. Imagine a salesperson making a cold call and the prospect saying, “Yes, I read about your new Gizmo XL6 in last month's Semiconductor Monthly.” Suddenly, a foot is in the door.
The Copywriter's Role
A company will create and submit an article to a publication in the hopes that:
The article will be published as is, or with just a few changes.
Portions of the article will be used by the editor in a related article.
The article will persuade the editor to plan a new article or feature on the topic.
Articles usually run between 500 and 1,500 words, with 750 words being about average. This can vary depending on the target publication.
Do publications really publish articles submitted by companies?
It does happen quite frequently with trade magazines and regional business publications. That's because they don't have the budget for staff writers and freelancers, so they depend on such contributions. National consumer magazines, however, will rarely run such an article.
Here is an excerpt from a typical article published in a trade journal. This one originates from Thordon Bearings, a manufacturer of marine bearings.
Thordon helping to catch marlins in sportfishing yachts
In Ernest Hemingway's classic novel, The Old Man And The Sea, an aging fisherman ventures far beyond the coastal waters in search of a great marlin. For weeks he sails his noisy skiff, exhausted, unable to get close enough to hook his elusive prey. If only Thordon Bearings were available back then. He might have been able to stalk the big fish more quietly.
Noise has always been the Achilles' Heel in sportfishing vessels. One of the common problems today, for example, is the squealing that can occur when trolling at low speeds. This is typically due to the use of rubber bearings in the propeller shaft.
As any sports fishing enthusiast knows, a high pitched noise will reverberate for miles under water, chasing the big game away — especially marlins. What's the solution? For a growing list of yacht builders, refitters, and suppliers, the answer is Thordon COMPAC Propeller Shaft Bearings.
Grease-free and, thus, environmentally friendly, Thordon COMPAC is fast becoming the bearing of choice in a multitude of vessels from yachts to ocean liners…
When writing an article that features your company's product or service, follow these tips:
Read the target publication. What is its editorial style? What topics do the magazine, journal, or newsletter typically cover? Who is the audience?
Write a compelling headline. It has to impress the editor as well as the readers. The headline should be consistent with others in the target publication. For example, if the headline is usually short, yours should be too.
Open with a captivating lead. A lead is the opening paragraph. The two best ways to write a lead is to highlight a pressing problem or issue, or begin with a compelling story.
Use word pictures. Tell stories. Give examples. Illustrate the facts. Help the reader visualize the product being promoted.
Be specific. Use facts, statistics, reviews, quotes from studies, research results.
Use quotes. Quote customers, experts, research statistics, or company executives.
Avoid promotional blather. If your article appears to be a long-winded ad, the editor will quickly delete it.
Even if an article doesn't get picked up by a business or industry publication, the company can still use it in its own newsletter, as a handout to prospects and customers, or on its Web site. So the investment in writing an article will always pay off to some degree.
