Everything you write has some purpose. Even if it is random scribbling in your notebook, it is done with the purpose of relieving boredom or expressing oneself to someone.
With formal articles on the internet, the purpose is far more tangible and solid. All of them serve a purpose – the purpose of driving sales, gaining the attention of consumers, raising awareness about a brand, or getting people to take action. Articles written with a purpose have deeper meanings behind them, and if the purpose is not efficiently put across, it could cost them not just readers but also business.
If you want to write stronger, purpose-driven content, here are a few things you can do.
Identify the Purpose of Writing the Article
A piece of writing where the writer does not have a clear idea of WHY they’re writing it is sure to be all over the place. Before even beginning to write an article, the writer must understand what purpose the article is being written for.
Is it to urge people to sign up for a newsletter, donate to a cause, make a purchase from a brand, or shift perceptions? Whatever the end goal of the writer is, it should be reflected in the article from the very beginning.
Recognize the Reader’s Purpose
You might write an article with one purpose in mind, but the reader will be reading for a very different reason altogether. It is important to recognize what the reader is looking for in the article so you can cater to that while pitching your message.
Maybe the reader is looking for more information on how to use a certain product or the benefits of the product in question. Whatever it is, it’s crucial to recognize what the reader wants so you can hold their attention.
Include a Purpose Statement
A purpose statement is a short initial sentence that briefly explains the purpose and theme of the article before diving into the topic in detail. It allows you to make your purpose and intention clear in the very beginning and gives the reader the same convenience. With a strong purpose statement detailed at the very beginning, your reader can decide whether the article really is for them or not. It also helps set the tone of the article and often serves as an effective introduction to an article.
Complement with Graphics
Long, boring streams of texts are daunting and overwhelming to read. To make your article more purposeful and impactful, it is always a good idea to take the help of visual aids like images, GIFs, animations, videos, infographics, and other things that complement your writing and drive home your purpose more effectively. The better your audience understands your message, the better results you will gain from it.
Have a Clear Walk-away Message
Everybody tends to drift while writing long, complicated articles. Though it is necessary to stay on track, it can be hard with long-form articles. As long as you tie it all together in the end and have a very clear walk-away message that the reader can take with them, it won’t matter if you drift here and there.
Conclusions are essential, and they must be impactful. Bring everything to a smooth, elegant close by summarizing what the article was about and what you derive from it.
Add a Clear Call to Action
You might have a very well-written article, but it needs to have a call to action before you conclude. You don’t want the reader to reach the end of an article only to wonder why they read the piece in the first place. You might have managed to convince the reader about how wonderful your product is and how it will benefit you, but if you don’t direct them to a purchase link of your brand, you haven’t really fulfilled your purpose, have you?
Now that you know what it takes to write a purposeful piece of article, you can write many on your own. It is not difficult to draft an article with a purpose if you keep these tips in mind.