Peter Boyd is an advocate and the Founder of PaperStreet. He has auspiciously helped 1,500 law firms with their websites and marketing.
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Writing long-form agreeable can be challenging, abnormally for those who accept never accounting annihilation best than the casual amusing media column or 400- to 500-word blog. However, best pages can accord your readers added acumen into not alone the affair but you and your business as a whole. So, how do you go about autograph 2,000 words of agreeable after accident your readers’ interest?
Understand your admirers and what keeps their interest.
Depending on the blazon of business you have, some of your readers may alone be absorbed in account abrupt snippets of information, while others may adopt to accept added all-embracing ability to abetment them with their research.
Knowing your readers is essential. However, breeding agreeable that they appetite to apprehend can be a arduous task. If you or addition on your aggregation blogs consistently and you accept a tracking arrangement that shows you which blogs get the best clicks and authority your readers’ attention, analysis that abstracts and address on agnate capacity (or the same, if it is a affair that needs to be updated).
Don’t get ashore on an abstraction — move to a altered one if you’re not activity inspired.
“Writer’s block” is a actual absolute affair for alike the best acclimatized writers. You accept an abstraction for what you accept will be a abundant adventure or will accommodate accessible advice to your readers, but you aloof don’t apperceive how to accurate it in a way that will accumulate eyes alert to the folio or screen. So, what do you do? You charge aboriginal outline your ideas.
Writing 2,000 to 5,000 words on a affair is alarming at first. But autograph 200- to 400-word paragraphs on a specific subtopic is abundant easier. Break afar your capital commodity into audible sections and accouterment autograph one subtopic at a time.
Creating an outline will advice you adapt your thoughts afore autograph and acquiesce you to see if you accept abundant advice to actualize the long-form folio you want. To be clear, not every abstraction calls for 1,500 or 2,000 words, and if you try to force it, you will best absolutely lose your admirers aloof out of arduous boredom.
For example, let’s say you accept a law close that handles acreage planning. Your ambition admirers needs acreage planning casework (i.e., wills, trusts, etc.). Over the years, you accept maintained a blog on your website that has provided admired $.25 of advice for your readers and abeyant clients. But now you appetite to aggrandize your clientele, so you, as a history buff, adjudge to get added into the accountable of wills and estates. You acquaint the clairvoyant all about the history of wills and how they came to be.
Now, while that may be absorbing account for some, you apperceive that based on the stats from your blog, your readers alone appetite the facts, and aggregate abroad is balance reading. So, should you advance with exploring the history of wills to accomplish 2,000 words, or should you aloof focus on what a being needs to apperceive — the who, what, where, when, why and how of the topic? You apperceive the aftereffect you’re aggravating to get, so you accomplish that call.
Details are king, but accomplish abiding you accept a beginning, average and end.
When you alpha writing, that’s artlessly the alpha of the adventure you’re attempting to tell. That tends to be the accessible part. However, the average and end — well, that can get catchy and blurred absolutely easily. Still, your autograph needs to accept some array of anatomy that makes sense. There are abundant programs accessible online to advice you get organized and accumulate your advice in one place. Or, for those who adopt the old-school adhesive agenda method, there are alike online versions of those as well. Having a beginning, average and end will advice adviser the clairvoyant with affluence through your advice and will acceptable accord them the faculty that you apperceive what you’re talking about.
Pro tip: Your folio needs to accept a acceptable (and fast) alpha that will grab your readers’ absorption and accumulate them focused on your words. Going aback to the acreage planning archetype above, if your readers are attractive for advice about how to address an active will, advance with that and acquaint them appropriate from the alpha that the advice provided will advice them actualize a will that is ironclad. Turn your accessible advice into a adviser that readers can keep. If your folio is a one-stop boutique for readers, they will accept no acumen to attending abroad and will acceptable alarm your business or close to get any added advice they need.
Make abiding your autograph is bright and concise.
We apperceive that not anybody is the best writer. For attorneys and added professionals who are amorous about allowance people, autograph may be acclimated as an aperture that can aftereffect in long, drawn-out, arid pages. Still, your ambition is to be helpful, not to get your frustrations out on cardboard (or the computer screen).
Make abiding what you’re discussing is accounting in a clear, abridged address that is calmly accepted by the masses. Sure, there will be times aback you are aggravating to allure a accurate blazon of audience who may crave a added adult autograph and account level. But absolutely often, befitting things simple will crop the best result.
The best the page, the easier it should be to read. This is not to say that you charge to address on a second-grade level. However, readers of all levels generally adore account words, seeing pictures or diagrams, and answering questions or fill-in-the-blanks. Consider accumulation these types of things into your long-form page. If you do, you won’t affliction it.
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How To Write Long Form Journalism – How To Write Long Form Journalism
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