When you want an article written, it’s too easy to think of a million things to say – and then try to say them all. You’ve probably read articles like that – you get half-way through and then think, “What’s your point?”
Just as important as what you say in an article is what you don’t say. In fact, you should not say as much as possible – save all your words for one focused, well-articulated main point. To help organize your thoughts as you prepare an article – either for yourself or for briefing a ghost writer – consider these three basic questions:
- What specific thing do you want your reader to believe or understand after reading the article?
This is the endpoint or goal; it’s why you’re doing an article. This is where you should articulate the answer to the question, “What’s your point?” If it takes more than one short sentence, you probably need to boil it down some more. - What do you think your reader believes or understands before reading your article?
This is your starting point. It takes into account who your audience is and what their background, needs, biases and knowledge gaps are. - What specific evidence do you have to take your reader from what they believe now to what you would like them to believe?
This is important: just because you say it’s so may not be good enough for your reader, depending on how they view you as a thought leader (and that consideration is part of question 2). You almost always need proof points. In a general, high-level article, these may be built as an argument, using a logical progression to persuade the reader. For more technical articles, you’ll need some solid facts that demonstrate your point.
When preparing a ghost writer for an article, the first two questions should be part of the initial discussion: what are we doing for whom? The third question then constitutes the bulk of the sourcing session where we get into detail on the meat of the matter.
If you have thought these three questions out – and it doesn’t take a lot of time – you are much more likely to end up with a well-focused article that delivers a clear point.