How to Market Your Message
(c) 1990 James N. Watkins
Adapted from Communicate to Change Lives © 2007
Limit your message
o
Write a three-word summary of your article/book, then . . .
o
Delete everything that doesn’t directly and naturally relate
to summary
o Limit your audience
Have a precise vision
for who you are writing. (Don’t write
for everyone!)
o Organize your message
Case History
1. The problem
2. Anecdote of
problem’s solution
3. Precisely how
it was solved
4. Proof of
solution
5. Challenge for
reader to join in the solution
Hard News
1. The five w’s
and an h (who, what, where, when, why, how) in first paragraph
2. Lesser and
lesser important in information in following paragraphs
Personality story
1. Lead anecdote illustrating person’s personality
2. Present status
(who, what, where person is)
3. Big “flash
back” (how person arrived at present state)
4. Closing
anecdote (complete the “circuit”)
Persuasive article
Pure logic (Rhetoric) Popular
logic (media)
1. State problems 1. Recommend
solution
2. Review facts 2. State
problem
3. Review
possible solutions 3.
Supporting reasons
4. Recommend one
solution 4. Review facts
5. Supporting
reasons 5. Review
possible solutions
6. Spell out
likely effects 6.
Spell out like effects
Self-help
1. Anecdote of person(s) in need of help
2. Steps to
solution with anecdotes for each point.
3.
Anecdote/testimony of an over-comer (“You can too!”)
Trend piece
1. Lead (shocking facts, profile, etc.)
2. Description of
present status
3. Explanation of
causes
4. Evaluation
5. Forecast,
possible consequences
“Advertise” your message
o Attract attention with your very first paragraph
o Establish subject, tone of article
o First paragraph(s) must lead naturally into article/story
Present your message clearly, simply
Use the best words (big difference between lightning bug and lightning
bolt!)
o Easily understood words (“Write to express, not impress.”)
o Specific words (not “dessert,” but “Oreo Mint Chocolate Chip
sundae”)
o
Picture nouns, action verbs (avoid adverbs and adjectives)
o Only absolutely, necessary words
o A variety of words (make sure they’re “easily understood”)
Use clear, clean,
concise sentences
o One idea per sentence
o Short sentences (aim for fifteen word maximum)
o Variety of sentence lengths
Use manageable
paragraphs
o One idea per paragraph
o Short paragraphs (aim for five to seven lines maximum)
o Variety of paragraph lengths
Use transitions between
sentences, paragraphs, sections
o Single words (further more, meanwhile, nevertheless, therefore,
consequently . . .)
o Key words repeated throughout the article/book
o Time and locale (“Later that day, as he checked into the hotel .
. .)
o Mood changes (“Her smile twisted into a frown as . . . )
o Changes in viewpoint (“But many disagree with that position,
arguing that . . . .)
o Numbered points
Title your message
o Appeal to “felt needs” of your audience (What’s in it for the
reader?)
o Brainstorm subject’s synonyms, antonyms, homonyms, rhyming words,
associated
nouns and verbs, familiar phrases, song/book titles . . .
o Sort out possible combinations for title
Package your message in proper form
Standard hardcopy
o White bond paper (nothing decorative or “cute”)
o One-inch margins all around
o Single-spaced name, address, email in upper left
o “Rights” and number of words in upper right
o Title centered horizontally or vertically, double-spaced below
this
Electronic submissions
o Follow house’s “style sheet”
o Usually single space between sentences, entire book on one file
o Some houses want
hardcopy to compare to electronic copy
