Biz Tools Reviews

Do you know what separates the professional writer from the non-professional? Amateurs are more likely to write for the sake of writing. They spend their time creating tons of content (although most is negligible), it doesn’t really do anything to increase business or inspire their audience.

Professional writers focus on one main goal changing their audience. Whether it’s solving a personal problem, or helping them see a change in the world, a great writer actually helps the reader act differently.

Anyone can throw a few words together to make a complete sentence (case in point: most of the blogging world), but if you want to have real power throughout your writing, you must learn to write for impact. It’s the difference between being merely educational and being influential. There are three simple steps to powerful writing: 1) writing for a particular audience, 2) using the right location, and 3) choosing and executing the right type of conversion.

Precise Audience

Getting in touch with your target audience is vital. See things from their perspective and not your point of view. Every article I write starts with identifying my target reader: What is his age? What are her hobbies and interests? Education? Income level? Purchasing habits? Etc.

As soon as I’ve identified whom it is I’m talking to, I create a custom message for that audience. If I’m writing for a younger audience, say 18-25, I will use words like fresh, cutting-edge and innovative. Words like that have far less impact on the 60+ crowd, who are more interested in whats proven, safe and effective.

Right Location

By location I mean the medium used to communicate your message. This includes things like magazines, newspapers, journals, books, radio and TV ads, as well as blogs, websites, and other online means. Your audience, in large part, determines the venue you choose.

For example, let’s say I’m going after economists in an effort to influence economic policy. I wouldn’t really publish online. Material like this requires a substantial medium, such as an academic journal. In addition, a topic like this usually involves long, detailed text, not something easy to read on a computer screen.

A newspaper or magazine would not generally work in this instance either. There’s simply not enough space. However, if I am covering a topic that is short and sweet, it makes perfect sense to use newspapers.

Most people skim when they read (especially online.) But if you publish your message in a forum that is more suitable for what you reader expects, they’re much more likely to read it. You must consider the best medium for both your topic and readers.

Right Conversion

Conversion can come in three main forms: knowing, feeling, and doing. The know form is when your article is looking to inform the reader of something new. It can also be something they already know, but you are casting in a different light. The point is when they finish reading they know something. A feeling piece is just what it says – you’re trying to invoke a feeling or emotional response from the reader. And when you write for doing, you’re trying to get the reader to do something, to take some kind of action.

An amateur, when they realize there are three forms, tries to cover all three in the same article. Big mistake. A pro will concentrate on only one outcome, because he or she knows that it will affect the other two. You should ask: How does the readers life change as a result of reading this article? What do I as the writer want to see happen to them? Do I want them to know, to feel, or to do something? Know that if you pick only one focus, and you write well, the rest will take care of itself.

To have maximum impact on your audience, you must write in a way that changes the reader. You must know who you reader is, and use the right medium to reach them. And you must pick only one conversion goal and write well. Because writing for change is the only words worth reading.

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