Types of Articles to Write

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All of your articles will fall generally under the categories of narrative, expository, or persuasive. As you begin to write, consider which is the most effective for your message. Which will best connect with your audience and drive people to action or response? An ideal reaction from a reader would be to seek out your business or to show appreciation for the way you impacted their life through your message.

Add variety to your writing. Your articles should span the breadth of all three types. Whenever you find yourself in a rut, gravitating habitually to one or the other, consider the following ideas:

Narrative (tells a story):
Tell a story about a recent experience with a customer, a memory of an important conversation with a mentor, a courageous individual you have watched battle the odds, an organization that is changing your community or industry, a past experience that was pivotal in your life. These stories should always have a main “theme,” point, or call to action, even if implicitly stated. They should motivate or inspire your readers because they connect to their heart.

Expository (explains or informs):
Most articles will fall under this category. As an expert in your field, you have knowledge that should benefit your readership. You can offer tips or “how-to’s” giving them nuggets of concrete information to act on. Share updates on current industry conditions or concerns along with your own impressions and advice. Explain your insights about a recent experience or book you are reading. Compare and contrast two decision options available to your customers. Offer a new perspective on a concept, trend, idea, observation, habit, or something perceived as common. Do not assume that your readers already know everything you do.

Persuasive (convinces to agree or act):
It is most effective when you truly believe and live out what you write. Your passion and conviction should be tangible, most often evidenced through your knowledge. Without substance, you will always come across as a superficial salesman, verbose and unsure. Obviously, you should not be persuading your readers explicitly to do business with you. But your writing can persuade people of your “take” on life, people, your industry, business in general. When someone resonates with your position, they will naturally seek to align themselves with you.

Choose to utilize all three writing styles and cover a variety of the important topics related to your industry. Your credibility will increase as a result.