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Why “WHAT” Is A Good Starting Point For Most Article Outlines

Author: Sean D'Souza

what

In any article writing outline you could start with just about any point of view. Your article could start off answering the questions “why, how, when” etc. So why start with “What”? And when do you start with “What”?

There's a simple answer…
“What” brings all your readers on the same page in a microsecond. The moment you tell me “What” you're referring to, I'm locked in to your wavelength. As a reader, I know “What” you're talking about.

And it's critical to have “What” at the starting point
Because if you don't, the reader is often meandering through your text trying to work out “What” you're referring to. But waitasecond, readers rarely meander. If they don't get answer to their question in a matter of seconds, or are confused by the direction, they just stop reading. And more often than not, the reason for this bail out is because you haven't answered the question “What” in the first place.

So let's take an example of a few headlines:
How Chunking Down Increases Your Expert Status
Why the Yes-Yes Factor Helps Bring Back Customers
The ‘Chocolate Theory’ of Creating Sequential Products and Services

All of these headlines attract attention because they've got these curious-sounding terms or specifics. This draws the customer in, but soon confuses them if you don't get to the “What” question early in the article.

But “What” doesn't apply to all article outlines
So if the concept is clear at the start: e.g. “How to increasing coffee prices”, you'll look like a propah idiot if you go about trying to explain “What” you mean by “increasing coffee prices”. It's only when you have something unusual or specific that you're going to need to get customers on the same page.

And some examples again where “What” isn't needed at the start
How to retain 90% of everything you learn
The Logical Case For Increasing Your Prices
Understanding What “Focus” Really Means

In summary:
1) Answering the question “What” enables the reader to be on the same page as you.
2) “What” is critical in situations where there is a chance of confusion e.g. when you use unusual terminology.
3) A confused reader bails quickly if you don't answer the question “What”.
4) “What” is not needed to start all articles. It doesn't need to hog the spotlight all the time.

So the next time you're writing an article, think about the reader.
Will they quickly grasp your point of view? Or will they be confused? If you have even the slightest doubts that the reader is not on the same page as you, make sure you slide in the “What” at the top. It helps calm the reader down and allows them to read the rest of the article without confusion.
———————
Next Step: “There are marketing books and there are marketing books – I bet there are not many you have read many times over?
The Brain Audit really teaches you the art of persuasion because it gives an insight into how people's brains work. I have used the principles in writing WebPages, writing articles, making presentations, networking, negotiating and even writing submissions for a judge!

But the best bit about the Brain Audit is that it actually works.The principles are easy to understand.

Would I recommend it to people serious about getting on in business? Absolutely.”

mikes

Michael Smyth, approachablelawyer, Auckland
Judge for yourself The Brain Audit: Why Customers Buy And Why They Don't
———————
“When I went to 5000BC it sort of looked like a lot of the same information that was on Pyschotactics.”

The only real difference I saw was that 5000BC had a forum. I just couldn't get past the price tag for what seemed like I was getting for free. At first I just didn't get it. Then you kept talking about all the great stuff in 5000BC in your newsletters and I thought I'd give it a try to see what it was really about.

What I found was there was more to it than I thought. That there were resources and articles that I wasn't getting at Psychotactics. And that YOU were there – not just running the site but THERE for anyone who needed help

Three benefits
a) The “Sean” factor – you being there and not just being the guy who runs the site.
b) The Articles – lots of good info
c) The Resources list – It has helped me on a ton of projects!

I see so many people who just don't know where to start when they are marketing – they are all over the board trying things and none of those things seem to work. Mainly because they aren't focused. 5000BC can help hone that focus.

cathy_968

Cathy Graham, Owner/Designer
Grafix Unlimited, Memphis, TN, USA
Judge for yourself https://www.psychotactics.com/5000bc
———————
New Products: Introductory Price

1) “Lazy Testimonials” Attract The Wrong Clients. Learn how to use the power of the ‘six critical questions' to get incredible testimonials–and attract clients that make every day an absolute joy.

2) Do you sometimes wonder if planning books are written just for the ‘organised' people?
Learn Why Most Planning Fails: And The Critical Importance of Chaos in Planning

3) Does your websites, brochures, presentations, etc..confuse your clients? .
Put some sanity into your design with some really simple tweaks.

3) Yes, you needs visuals on your sales page, but how do you use visuals to immediately improve your sales conversion?
———————

Next Article Writing Article: How To Avoid Article Bloating: Part 2
Next Step: Read actionable articles on article writing.

The Headline Report

The Headline Report has been downloaded over 155,000 times. In ten minutes (or less) you’ll learn how to systematically build a headline that works. Click on the button below to get a detailed report on "Why headlines fail (And how to create headlines that work)".

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Filed Under: Article Writing Tagged With: Article Marketing, article strategy, Article writing, marketing strategies and ideas, Marketing strategy, small business marketing strategies

Comments

  1. Henry Tong says

    May 19, 2010 at 11:13 am

    I would agree with you absolutely – most of the time. However, for SEO writing, the reader is always inbound because he searched for the terms you are writing about. In that case, you might simply bore him by defining the same terms he used to find your article.

    Reply
    • Sean D'Souza says

      May 19, 2010 at 1:44 pm

      That is correct. But bear in mind we’ve never pandered to search engines and still done very well.

      Reply

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    May 18, 2010 at 1:57 pm

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