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One of the most make or break things about professional writing is the structure and it absolutely pays to get it right.
Structure is the order of ideas. More specifically, when it comes to professional communication and writing, it's about looking at the way your assets are structured. Learning the fundamentals of structure are incredibly important so that you can apply it to your own writing and achieve successful results.
Building block questions
In every piece of writing, you need to look at the basic storytelling building block questions that are to be answered in the research phase. These answers to these fundamental questions will form the basis of the information of your piece of writing.
In addition to these building block questions, it pays to be clear on the following aspects of structure:
Ten writing tips for structuring your work
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Eight indisputable reasons why you need to hire a social media marketing professional right this second
Nine out of ten businesses are now using social media marketing. Is yours?
Here's a statistic that should ALONE convince you why you need to uplevel your social media marketing immediately.
Customers 20-40% spend more money on companies who engage with them on social media, CoSchedule tells us.
A survey conducted by Market Force in 2012, revealed that 74 per cent of people encouraged their friends to try new products via social media and a whopping 81 per cent tried things based on their friends’ suggestions via social media*. If someone were to visit any of your social media platforms right now, would it convince them to purchase your product or engage in your service? And tell their friends about you?
‘Ever since engaging the services of Vanessa Jones to be yogafusion's social media manager, I feel more confident and at ease knowing that yogafusion's social media presence will be maintained, more informative, educational and inspiring. In as little two weeks our likes on Facebook went up and general engagement improved. Her skills as a talented writer and passion for writing means that not only are posts well thought out and written but provides a source of nourishing content that our clients can easily access and savour.
Vanessa's approach is personalised and friendly where she meets with you to discuss your needs, goals and intentions in relation to your business and then formulates a strategy that suits you and your budget.’ Sue C, Director, yogafusion
Millennials: mystery or marvellous?
Despite what you may think, millennials are actually astute readers and information consumers. Studies show that millennials are more likely to read more books than people in their thirties and forties. Not to mention the amount of online reading they consume.
They have a hunger for authenticity and a knack for being able to determine what is horse poo and what is real and comes from the heart.
They are constantly overwhelmed with information, blasting at them from all directions so they need to be able to determine what is worthy of their time immediately. Essentially, you have a micro second to grab their attention and let them know what you need to because you may not be able to keep it. There are a lot of things competing for their previous time and attention.
Given this time limit, it’s important that website writing specifically for millennials is designed to be read within seconds (not minutes!) and is entertaining and has a strong storytelling component. The same techniques that you would apply to writing a webisode or sitcom would apply for millennial content.
And if your first sentence and headline aren’t pure, unadulterated magic you’ve already lost them.
It goes without saying they are super tech savvy and completely voracious and have a world of information within clicking distance, so they are not going to take something at face value just because you tell them to. They can do their own research and find out other points of view within mere minutes.
'If your first sentence and headline aren’t pure, unadulterated magic you’ve already lost them.'
Additionally, millennials are highly socially conscious beings so seek out and align themselves with content and companies that share these values and their cultural interests.
48 per cent of people interviewed for a US Millennial Supplemental Consumer Sentiment Survey (2013) reported this age group prefers to invest their time, money and attention in companies that demonstrate social responsibility and environmental sustainability.
The best way to communicate with a millennial is to:
Speaking of authenticity, in a 2014 survey of twelve global industries, it was shown that ‘…91 per cent of consumers value honesty about products and services above any other authentic characteristics.’
Additionally, using heavy action verbs will connect with them emotionally and encourage action. For example: seize, stopped dead, stumbled, fall apart, excel… and so forth.
Lastly, millennials are not a generation to be feared when communicating with. In fact, quite the opposite. They are the generation that will have the biggest influence on your digital marketing as they are active participants in sharing, commenting, interacting and helping to shape your content and communications. Start valuing the millennial!