eBook: ideas
101 great marketing ideas
for increasing
small business and non-profit
visibility, credibility and profitability.
Boost the usefulness of any content
Guidelines on how to boost the usefulness of any sort of content:
- Have a spine. Organize your material logically, sequentially, geographically or even alphabetically, then use headings to make it super-easy for readers to know what is discussed where.
- Illustrate points. Stories, examples, photos and diagrams make the abstract concrete and help readers understand and remember.
- Bring everyone along. Don't assume everyone knows your jargon. Explain specialized terms, such as derivatives or monopole, when you first use them.
- Surprise readers. "Real Leaders Don't Do Powerpoint", by Christopher Witt, includes anecdotes about Lincoln, Eisenhower, Churchill and current CEOs I hadn't heard. Unexpected content helps readers pay attention.
- Summarize. End each chapter with six or seven "gems to remember," with each main point in one crisp sentence.
- Offer next steps. My web site makeover book ends many chapters with "action steps." These to-do items encourage readers to apply what they've just read.
Veteran copywriter and marketing consultant Marcia Yudkin is the author of Persuading on Paper, 6 Steps to Free Publicity and nine other books. She runs a one-on-one mentoring program that trains copywriters and marketing consultants in 10 weeks, providing neophytes with no-hype marketing writing skills and business savvy. For more information, go to http://www.yudkin.com/become.htm
| Next > |
|---|