Entrepreneurial journalism. Part III
Don't be Afraid of a Funny.
You have to see your interaction as potentially impinging on your readers' leisure time. So lighten up, be cheeky, use rhetorical questions and have a giggle. People warm to and try to remember a funny. So if you're fortunate enough to have a good sense of humour, use it,
Have a Point of View.
Social media can encourage the bland and the insipid. Just look at Facebook. Many people would rather blend into the consensus than risk treading on someone's toes. But what's the point of any writing that demonstrates no point of view? After all, people made incredible sacrifices so that we could say it as we see it and express our opinion. Don't be afraid of that right.
Break. It. Up.
Readers' searches for content will generally be determined by how fast they can skim read. You'll only succeed at slowing them down by getting your hooks into them. Ease the function of rapidly shifting eyeballs by breaking up your pieces with short passages, lists, images, bullet points and captions. Clever use of subheadings can break your story down and captivate your reader.
You’ll always be able to engage readers with how-to pieces, predictions, top-tens and other similar staples. But think of yourself as being a storyteller too. There are certain key elements to storytelling such as time, place, characters, conflict and resolution which can help you to take your reader on a journey.
I don't wish to be too bold. But maybe I should. There's nothing wrong with a bit of sensory stimulation. Great writing leans heavily on cliffhangers. So build curiosity. Suggest. Surprise. Hit. Twist. Do the unexpected. Whatever you can do to make eyes dilate and hearts pound will make you mean more to your reader.
Advertising is essentially preaching. We like to think of entrepreneurial journalism as being more about teaching. Your mission is to educate, and entertain. You're going to have to talk about your brand, but you’ll never build an audience if that's all you talk about. Share your knowledge with generosity and make the reader feel that they've engaged in something valuable.
Entrepreneurial journalism can lead us to write conversationally. It helps when you ask your readers to ask questions, add comments and join the new media interaction party.
As any comedian will tell you, it's always best to leave your
funniest gag until the end of the show. But entrepreneurial journalism has no point of closure. After all it will be motion that you're ultimately measuring. So never bid your reader farewell. Tell them what to do next. Share. Sign up. Register. Download. Try. Buy.
Grasp these points of entrepreneurial journalism? If you do you'll succeed in engaging readers. Whatever happens, let us know and don't be a stranger.
Entrepreneurial journalism: the written word and commerce. Part II.
Entrepreneurial journalism: the written word and commerce. Part I