I have found an answer to that dilemma that will get you writing in no time so that you can publish your ezine article and receive that new wave of subscribers you have been hoping for. Here is how to get the lead out if you draw a blank:

1. Write your action steps first.
Forget about the catchy headline and attractive lead paragraph for now.

There is no use in cleverly leading a reader into an article that has no real value to them.

So, start where you build your credibility, right in the action steps. Of course, you want to identify your subject and then tell them how to make their lives easier. For instance, real estate agents will always sell and buy homes… it is the nature of their business.

If you publish an ezine for others in the real estate industry, write about tips in the industry on how to buy a home that can grow with your family or how to find kid-friendly neighborhoods, etc.

2. Save the best for last.
   There is called takeaway or take-home that should be in every one of your articles. Your last chance is to tell your audience, “I know my stuff.”

Try to put that critical piece of information in the last paragraph of your article, and you will want it to be something your reader can do as soon as they finish reading your article.

If you are writing to your audience to explain how to avoid mortgage fraud, you’d tell them exactly what they need to do to protect themselves from professionals who may not have your best interests in mind.

You would provide the means by which they can ensure that their real estate agent and mortgage lenders are professionals with considerable experience, professional credentials, and good references.

You would also want them to keep in mind that if an offer seems too good to be true, or if they feel that their REALTOR® or lender has given them advice that sounds as if it might fall under the category of mortgage fraud, they seek the advice of another professional.

In this way, they can avoid getting themselves into what may be a potential financial disaster. Your audience would just eat that up. Not knowing how to go about doing something is their number one gripe. Bottom line: Give your prospects something they can do immediately (or when a situation arises) at the very end of your article. They will remember your name and become devotees for life – hanging from your every word.

3. Get excited about the benefits.
After you have taken care of the credibility-building portion of your article, draw the reader in and whet their appetite for all this great information.

By the way, if you write the action step and take-home first pieces, this part will be easier because you will be so excited about the information and see its benefits.

And that is what writing lead paragraphs and headlines is all about: benefits to your readers.

Your final take-home advice.
No matter what you do, when you’re writing to an ezine audience, always include an “About the Author” blurb (some call this a sig file, short for signature file) and a plug for anything new you’re into.

To do this, determine what you want the reader to do after they are finished reading your ezine.

• Do you want them to subscribe to your ezine?
• Schedule an appointment?
• Buy your new eBook?
• Or visit your site.

Whatever the benefit to you is, identify it before writing your “About the Author” section. And you can write this at any time because it is separate from the article, and you can use the same “About the Author” blurb for multiple articles.

As a matter of fact, you could write one right now. Check out the one I’m using at the bottom of this article.

ABOUT THE AUTHOR:

Delroy A. Whyte-Hall is CEO of RealtyQuotient.com (RQ), a leading public relations, content marketing, and copywriting consultancy for real estate professionals. He provides comprehensive publicity programming, content marketing, and copywriting that helps realtors, real estate agents, agencies, and firms attract clients, boost sales, create public awareness, and build credibility. If you need professional help with your communications or marketing needs, schedule a complimentary 15-minute consultation or contact me. ###

• Copywriting