Writing for marketers

I think a lot of would-be marketers often tend to get caught up in the technical details or specs to the point that they fail to consider if the stuff their espousing is worth reading to begin with.

Hence the need for a simple (albeit potent) checklist:

Before you hit publish, consider:

1. Is the content relevant? Is it consistent with the topic, aligned with the reason you’re writing it, and (most pertinently) written for your reader(s)?

2. Is the content interesting? Would you enjoy reading it...how about your spouse, your boss, or your twelfth-grade english teacher?

3. Is the content readable? Is it clear and concise enough that it’s easy, not difficult, to read off the page?

4. Does the intro hook you? Do the headings guide you? What does the ending taste like?

5. Are the hyperlinks (if any) relevant (both the anchor text and where they link to)?

6. Is there a specific call-to-action? Does it create enough tension to provoke a change…of mind, or action, or posture?

7. How does it make you feel? Better to feel bad for the right reasons than feel elated for all the wrong ones.

If you recall nothing else, remember: empathy can take you a long way. You can probably bypass most of these guideposts if all you do is ask yourself “what’s it for, who’s it for?” on your way to crafting engaging content for the reader, not the writer.