Blog / Prospecting
Phaedra Pym, How to connect with your audience
Having published articles under your belt is a great way to increase your credibility and gain a professional edge over your competition. So what does it take to produce killer copy that will firstly be picked up by the magazine editor and secondly, grab the attention of your audience?
While many think you need a degree in journalism to write a good article, rest assured, you do not. What you need is the ability to think like your audience, so you can win their hearts and minds with information that truly connects with them and doesn’t come across as a hard sell. Best of all, unless you are writing for an academic journal or a publication like the Harvard Business Review, keeping it simple is the key.
1 Hook them in with an engaging headline
Think about when you flick through a magazine or a newspaper. What is it that makes you stop and take the time to read an article? It may be that good quality imagery captures your attention. But unless the subject is art or photography, great imagery will never replace the need for good content.
Most often you will find it is the headline that hooks you in. Factors that affect the headline are:
The type of publication – Is it local or national? Is it real estate specific? Who are its main readers?
The subject matter – What are you writing about? What are the main points your audience wants to know about this topic?
The type of article – Is it an informative article? Is it problem solving? Or is it perhaps putting forward your opinion on a topic like how the upcoming election may affect the property market etc.?
Here is an example: If you were writing an article about some of the advantages of selling a home in winter, an intriguing headline could be something like:
Why it can pay to sell in winter
With a sub-header of – Selling your home when there’s less competition can give you a definite edge. Find out how to make the most of the advantage.
Speak to your audience
Keep your audience engaged by speaking directly to them. In other words, use first person rather than third person language (I, you, we etc.) This personalises the article and enhances reader connection to your story.
Tell a story
People love a good story. Once you have raised a concept and offered your opinion on a topic, illustrate your case with a story (or a scenario), whether it be your own experience or someone else’s. Just make sure the story is clearly linked to the point you are trying to get across.
Think also about the types of stories that your audience is most likely to identify with. If your readers are potential property investors and landlords, ensure your story is written from their point of view, not from the point of view of a tenant. For instance, say you were writing an article about the importance of property maintenance. The way you would slant both the concepts and examples would be completely different if you were writing to an audience of tenants as opposed to an audience of landlords.
Do your homework
Unless the article is purely opinion based, always make sure you do your research and report facts correctly. Nothing will lower your credibility faster than incorrectly reporting information and steering your audience down the wrong track. Also, make sure you properly reference any paraphrases and quotes taken from other sources to avoid copyright and plagiarism issues.
Keep it simple and concise
Unless your audience is academic or technical, short, punchy articles are generally better received than long, drawn out ones. Make your points clearly and succinctly, keep sentences and paragraphs relatively short and avoid the use of technical or highbrow language and jargon.
Avoid the obvious sales pitch
Editors will see straight through a story if it comes across as a sales pitch. If you’ve ever submitted an editorial for publishing and the editor has come back to you with advertising costs, chances are your article was seen to be too commercial.
If your article shows your depth of knowledge and illustrates that you care enough to offer information to your audience without needing anything in return, then this immediately lifts your credibility. Keep them interested, engaged and wanting more and you will find your audience will begin to seek out your services without the need for a direct sales pitch.
Of course this doesn’t mean you can’t include a subtle hook to get in touch. Perhaps you could include a special offer (such as a free home appraisal and suburb property market report or a subsidised winter property styling consultation) that relates to the topic discussed. Just remember to include your contact details.
Summary
Always conclude your article by briefly summing up the key points in your article.
The key overall is to put yourself in the shoes of your audience and avoid being too commercial. Start by grabbing their attention with a punchy headline, keep it concise, include relevant stories and ensure your facts are correct. Above all, aim to connect with your audience in a way that shows you know your stuff and you care.
About Phaedra A Way with Words
Phaedra Pym is a freelance copywriter, editor and journalist who specialises in writing website content, marketing material, press releases and editorials for business and the niche real estate space. As Lee Woodward’s personal writer for the past decade, she has developed a unique insight into the industry and understands how to give her real estate clients the professional edge when it comes to connecting with their audience. To date, she has edited three real estate specific books – What to Say, What to Send, Lee Woodward; The Mat Steinwede Real Estate System, Mat Steinwede; and Building Your Own Real Estate Practice, Manos Findikakis.
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