From My Desk To Yours – 32nd Edition

Establishing a Quality Culture in Your Article Portfolio
By: Penny, EzineArticles Managing Editor

A common struggle among many article writers is the art of balancing the urge to pitch their product and ultimately achieving reader-driven quality.

So who will be the judge and what is reader-driven quality?

One way to understand this concept is to understand quality. Will your article meet or exceed your reader’s expectations? Of course this question is easier asked than supported but it doesn’t have to be.

Quality = Results, so if you’re not achieving results, chances are your quality meter needs to be revisited. The quality measuring stick often changes as circumstances are altered so it’s up to you to know when and why.

i.e. As gas prices decrease, gas mileage becomes less attractive and the consumer value of horsepower increases. It would then make sense for a salesman to focus more on horsepower than gas mileage to meet the needs of the customer. I’m waiting for this shift because the Mustang Shelby GT500 is VERY attractive! With a new 412-hp V-8 engine and available performance package … the 14mpg city mileage is less than attractive. :)

When the average person comes to your article, they’re looking for your expert advice, not a sales pitch. Picture this real-life scenario: You’re a salesman at a car dealership. As a new customer walks in, you approach them and start by asking what type of vehicle they might be looking for and why. Once you learn what is important, you narrow your focus by delivering details on the areas they’re interested in.

As an article writer, the same holds true. Instantly jumping into a sales pitch with someone who is just hoping to gather information is a sure way to prevent them from continuing to ask questions. Now just because we said that blatant promotion of yourself or your product in your article is a bad idea, that doesn’t mean you cannot write an article that sells.

The formula is easy!

Start by making it near impossible for readers to click away. You’ll have to do some research and really understand what your readers are looking for and what pain points you are going to address. Take the time to understand article readability, site relevance, and transparency. Don’t make the article near impossible to read, cluttered or lead your reader to a site that isn’t related to the article content.
Bring your ideas to life by organizing your thoughts, delivering quality every time, and avoiding the “used car salesman” approach.

Sweeten your approach even further by asking questions and encouraging feedback. Good, bad or indifferent, the reader’s perception and thoughts are guiding points for further article topics or future re-alignment for you. What you may think to be a valid pain point may be way off the mark. Consider their viewpoint and make necessary adjustments.

Balancing the delivery of useful tips and your pitch doesn’t have to be painful. Don’t skimp on the value, simplify your point, and take your writing seriously and you’ll be well on your way to delivering quality every time. Remember, your readers are your potential customers. In your effort to achieve excellent quality, don’t be the one person asking “what happened?” be the one who makes things happen!

You don’t need to be a marketing genius to sell yourself or your business. Simply stay in tune to your readers and understand that quality is dynamic. Reader-driven quality and reader satisfaction are the same concept.

So how is your quality engineering coming along?

9 Comments »


1
Jason Stead writes:

Thank you Penny for the advice, it has helped me instantly change the way I write.

Jason

Comment provided July 19, 2011 at 10:45 AM

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2
Walter Reich writes:

I am not like a car salesperson that is why I try to give information that they want.

Comment provided July 19, 2011 at 1:44 PM

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3
Larry Walters writes:

My writing is coming along, but there are times,
when I write, I either jump to the sales pitch to soon or to late. This information is just what I need to improve.
Thank you

Comment provided July 19, 2011 at 2:18 PM

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4
Leon Makojed writes:

The saying used to be “content, content, content.”

Now days it’s more accurate to say “quality, quality, quality.”

I try to use my articles to sharpen my writing skills and make the information relevant to readers.

The main pitch is best saved for my website when the readers get there via EzineArticles.

Comment provided July 19, 2011 at 5:08 PM

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5
Elena writes:

Penny, I have noticed that when I focus on the benefits of my niche, and offer other informative content, relevant to my niche, rather than try to sell my product, article writing becomes easier for me. It becomes an enjoyment because I am acquiring an interest on what I am selling. That works for me!

Comment provided July 19, 2011 at 8:13 PM

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6
Delia writes:

Love your landing page on FB – can you tell me which app you used? I am a small non-profit with teeny budget and the desire to have a GREAT FB landing page like yours… :)

Comment provided July 19, 2011 at 10:36 PM

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7
Wade Coye writes:

When writing articles, writers may often get caught up in the idea that they’re trying to achieve some immediate goal of getting (really forcing) traffic in their direction. The reality is that sometimes it needs to be more gradual than that.

Often you need to realize that your goal should be to help your client, customer, whoever in the best way possible. If you did your job in assisting them online, that should yield some return in some way, whether they check out your website, remember your name, tell a friend, visit your social networks, etc., etc.

Comment provided July 20, 2011 at 1:25 PM

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8
Language Translations writes:

Certainly information is what that attracts the viewers. If your intension is to just post an article based on pure sales content, viewers get bored. So make it enjoyable and informative for them.

Comment provided September 8, 2011 at 8:53 AM

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9

It now seems that “Quality” is king…

Comment provided April 30, 2014 at 6:16 PM

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