Once you’ve finished the introduction to the article, you’re well on your way. It
may seem to you as though you still have most of the work left to do, but the
hardest part is finished. The rest of the writing should move along more
quickly. Now you’re into the part where you go into detail about everything you
intend to cover, and the introduction will lead you through.
Writing the body of the article will take a little step-by-step organization. If you
outlined your steps in the introduction, now all you have to do is fill in the
blanks. Use clear, easy to read language. Be careful not to trail off on one point
43
too much. Remember, this is most-likely going to be a short work of only a few
hundred words or so. So it’s important not to rob from one point to overdo
another.
As you work through the body of the paper, keep in mind that separate points
will need to be in separate paragraphs for emphasis. Jumping from one key
point to another without the paragraph changing will make it harder for the
reader to keep up, and some of what you wrote might be missed when read.
Keeping the writing easy for you, will keep the reading easy for the customer.
Once you’ve completed all of the body, you have the conclusion to work on.
This is where you have an opportunity to do any last minute appeal to the
customer. The conclusion should first summarize what you’ve said in the body.
This serves as a reminder to the reader, and reminders are crucial in
advertising. Once you’ve summarized you can make a final pitch to the reader.
Whatever your goal in this article, here is your final chance to make the sale.
Strong, personal messages indicating the urgency or the importance of the
situation are great ways to call the reader to action. Once again, make sure you
don’t carry on too long. Keep it short and to the point.
Welcome to the finish line! You’ve finished all of the writing. Are you done? No.
Now you need to do just a few more things before this article is ready. The first
is to run a spelling and grammar check on what you’ve written. This will help to
clear any missed errors. Following that, read the article thoroughly once or
twice. Be sure it sounds to you now like it sounded when you wrote it. Look for
words that the check would miss, such as ‘to’ instead of ‘too’.
Once any revisions are completed, you’re finished. By this point you’ve gone
44
through the whole process and you should be confident with your work. If
you’re not, consider having someone else read it and get that person’s opinion.
There’s no harm in a little more revision if it will make the work you’ve done
that much more effective when it’s read by your customers.
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