How to Write Content That Matters, a conversation with Sean D'Souza

Written by Jessica Albon

Continued from page 1

Jessica: So, you start your articles with a great headline?

Sean: Firstrepparttar headline, thenrepparttar 108158 outline ofrepparttar 108159 story. Then you think about it, createrepparttar 108160 story in your brain while you're walking or doing something else. Then flesh it out. Then edit, edit, edit, rewrite, rewrite, rewrite. (You're gettingrepparttar 108161 picture.)

Headline writing is a skill developed like everything else. You can't find it. Write dumb headlines to start with. Then look around and see what headlines grab your attention. Headlines with questions always do. Headlines with curiosity do. Headlines that have nothing to do withrepparttar 108162 subject like "Why do twins haverepparttar 108163 same last name, and different first names" work. That's because people are intensely curious. If you appeal to their curiosity, they will pounce on your headline.

But far byrepparttar 108164 biggest headline attention getter isrepparttar 108165 one with a problem in it. Problems are whirlpools. Do you make these mistakes in English? Are you struggling to attract CEOs? These are absolute killers. Identifyingrepparttar 108166 biggest problem your client has and then putting that inrepparttar 108167 headline. I can assure you,repparttar 108168 attention will be yours to keep.

Jessica: After you've gotrepparttar 108169 headline written, how do you keep your articles appealing?

Sean: Break up paragraphs. Write good subheads. Keep it flowing.

Use lots of examples. Finish with a flourish. Write like you're going to say it in a speech.

The purpose ofrepparttar 108170 every line is to make you readrepparttar 108171 next line. All communication must lead to change. That'srepparttar 108172 biggest lesson of all.

Readers are deadly. The unsubscribe is only an email away. You can't fool them withrepparttar 108173 word Free. It has no meaning. I don't want Free. I want good stuff. Readers can be quite demanding even when there's no charge. It keeps you on your toes.

Jessica: And part ofrepparttar 108174 "good stuff" readers want in a newsletter is about personality, right?

Sean: Personality is everything. What are you without your personality? What is your product, your service and your brand without one?

Be pink or orange or purple, and let that show through. If you're a serious number cruncher, be dead serious. Give only figures and serious statistics. There will be a niche for you.

If you are a mad Psychotic like me, don't be afraid to show that through. That's literally your thumbprint. It's got to shine with a million watts. Remember, that a billion people are vying forrepparttar 108175 same spot.

As Dire Straits sang, "Sitting onrepparttar 108176 fence is a dangerous course. You could get a bullet fromrepparttar 108177 peace keeping force."

Jessica: We're just about out of time. Earlier, you mentioned ending with a flourish, so, I'm curious, how do you write great endings?

Sean: The ending is a not just a wrap up of sorts. It is a clear reflection ofrepparttar 108178 headline.

Different words. Same stuff. It can be again, like a movie. Sad, dramatic, unexpected etc. but it is always a mirror ofrepparttar 108179 start.

If you write a great headline, you have a great ending. They're twins. They just sit on either side ofrepparttar 108180 bookshelf. Sometimes, it helps to start withrepparttar 108181 end in mind. If you can turn out articles withrepparttar 108182 last line first, you'd become a bloody genius!

If you'd like to see more of Sean, visit him at his site where he shares specific techniques for engaging buyers online and off. His insight into buyer's brains will make you wonder if he's got any cadavers inrepparttar 108183 basement.

Is it your job to increase company profits? The Write Exposure offers the resources you need to do just that at

An SEO Copywriting Makeover – Turning “Not” Into “Hot” Part 1 of 2

Written by Karon Thackston

Continued from page 1

How To Do It?

To implementrepparttar changes above, I worked withrepparttar 108157 copy in sections/phases.

1. Makerepparttar 108158 copy search engine compatible. This is always inrepparttar 108159 forefront of my mind when I write SEO copy. Because I wantrepparttar 108160 keywords/phrases to appear in several strategic places, and throughoutrepparttar 108161 body copy, I have to keep keywords in my mindrepparttar 108162 entire time I’m writing. For this project,repparttar 108163 keywords/phrases were: gas logs, and fireplace. Whilerepparttar 108164 keyword research was done by an SEO firm, I agreed that only two or three keywords should be used. I’m ofrepparttar 108165 opinion that when you try to work in five or six keywords/phrases per page, you lose your saturation and your focus.

To start, I always try to work a key phrase intorepparttar 108166 headline if at all possible. While it is not mandatory, you do get a few extra brownie points for having key phrases within header tags ( tags).

Rather thanrepparttar 108167 simple headline of “Gas Logs by Eiklor Flames” that previously existed, I wanted to use a benefit-oriented headline. Whilerepparttar 108168 subheads of “The Crème de la Crème of Gas Logs. The 'Standard' by which you can judgerepparttar 108169 rest” were not “bad” lines, they didn’t actually tell me anything about gas logs.

Being unsure ofrepparttar 108170 various personality types of all those that would come torepparttar 108171 site, I had to write to accommodate everyone (as much as possible). Headlines that give benefits are always winners, so that strategy was a safe bet.

I also drew on my own experience as someone who owns gas logs. I thought back to how I went throughrepparttar 108172 buying process. I rememberedrepparttar 108173 information that was important from my buying experience and applied that torepparttar 108174 copy and headline.

The new headline became: “Eiklor Flames’ Gas Logs - Beautiful… Affordable… Energy Efficient.”

It gives benefits, it speaks torepparttar 108175 primary reasons people buy gas logs, and it includesrepparttar 108176 key phrase “gas logs.”

In Part 2 of this series, I’ll finish uprepparttar 108177 copy, continuing to make it SEO and more “user-friendly” as I turnrepparttar 108178 jargon-filled features into powerful benefits.

Most buying decisions are emotional. Your ad copy should be, too! Let Karon write targeted copy and ezine articles for you. Visit her site at, or learn to write your own copy at Don’t forget to subscribe to Karon’s free ezine at

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