Just what do the article writer and the truck driver have in common? They are two very different jobs. Both sit a lot. It’s funny how the operative words appear in their names. In the first, it’s writer. In the second, it’s driver.
Let’s look at the truck driver first. A truck driver’s first and primary objective is to deliver his load, his merchandise to a certain destination. That’s why he gets paid. That seems pretty obvious. Independent long haul drivers take on any and all kinds of merchandise from one destination to another. On the other hand, truck drivers that work for one company deliver whatever it is that the company sells.
Underlying that main function of delivering a product to a customer, a truck driver’s main responsibility is to know how to drive. You may think, “Well, that’s pretty obvious!” But is it? Think for a moment. Basic and fundamental as it may be, without that knowledge, without that capability, the truck driver wouldn’t have a job.
Most likely, the truck driver first learned to drive as a teenager. He has the basic skills to perform the job of truck driving. He knows the rules of the road, how and when to shift gears, when to brake and when to accelerate. And, he also has to keep abreast of how to use the latest innovations like GPS and short-wave radios to help get to the customer faster.
Oh, and one other thing, the truck driver doesn’t sell anything. His job is to deliver what the customer wants, a new stove, a new cell phone, or a truckload of lumber.
Hopefully, you are beginning to see the parallels between truck driving and article writing. The internet marketing article writer’s primary job is to deliver information to a destination, to his reader.
He also learned his basic skills early on, probably in school. He knows, or should know, where to place a period or a comma, how to spell (well, most of the time), and he too must keep abreast of the latest innovations, like social media and other distribution methods to get to his reader.
How does he get paid? It depends on the type of writing.
A freelance magazine article writer gets paid by the number of words he writes. An internet article writer does not get paid by the number of words he writes nor the subject he writes about. He gets paid, like the truck driver, by delivering what the customer wants.
Article writers are like truck drivers in that they too do not sell anything. So, like a truck driver, an article writer needs to give the customer what the customer wants.
Article writers/marketers must be able to convince their readers that the information given will satisfy the readers’ wants. Make no mistake there is a place for writing sales copy, but that belongs in a sales letter.
It is also true that all article marketing articles contain some selling qualities, but it is more in the form of convincing the reader that the article satisfies what the reader already wants. In other words, the ‘want’ pre-exists in the reader and the article confirms that the desire can be fulfilled now.
You may ask, “Well then, what is an article marketer?” That is a different story and we’ll talk about that some other time. For now, when you write your articles remember the truck driver.
If you are a new article writer and want to get started on the right foot without confusion and with simple straight-forward plain English check out my new training e-book, Writing On The Web.
Photo by Rennett Stowe@Flickr