by: Sarah Benoit

The Art Of Self Promotion
One of the keys to small business success is the ability to develop,
write, edit and design your own marketing material. In order to
accomplish this goal a small business owner must learn the essential
art of self-promotion. The Internet has opened many doors for small
business owners and entrepreneurs to market themselves for little or
no cost through online writing and publishing. To take advantage of
this easy and affordable marketing opportunity all you need is time
to research and skills to help you express yourself. Writing skills
can be honed with creativity, planning and practice. Building your
skill in this area helps create a more focused marketing campaign
and increased confidence in your sales approach. Once focus and
confidence are infused into your marketing scheme it can generate
more leads, more sales and more exposure to your identified
consumers.

Framing A Story
The Internet world is a place where small business entrepreneurs can
be published and feature their expertise, problem solving techniques
and personal success stories. This can generate networking contacts
and qualified leads. Writing a story is like building a home. The
most important part of the house is the foundation and the
framework. The framework must be strong and solid. The rest of the
article is shaped by your individual voice, humor, insight,
educational content and clarity. Framing a story is the first step
to writing an article that will stand out and catch the audience’s
attention. There are three basic frames to consider. Choose
carefully according to the marketing goals you have set and the
consumer audience you want to attract.

Frame #1 A Chronological Sequence
Framing a story with a chronological sequence is a standard in
writing. Simply create a beginning, middle and end. The impression
you leave with a reader is largely based on the opening and closing,
so be certain these two areas are strong, clear and exciting. A
powerful beginning is what catches a reader’s attention. The middle
of an article should provide the reader with a reason to continue.
This is essential in online writing projects since Internet readers
generally have a shorter attention span. The end should cause the
reader to remember your name and the information you have provided.
Don’t be afraid to take risks! The more original the article content
is the more attractive your article will be for potential customers.
Summarize your article in the beginning and end with fresh
perspectives and angles. Don’t be too repetitive and make sure your
article includes something the reader can take away.

Frame #2 Cinematic Appeal
In this framework you write the article as if it is a film. Be
creative and use the voice of a narrator to set the scenes visually
for the reader. Use descriptive language and reach out for all of
the reader’s senses. The reader must imagine this framework
unfolding on screen. They must smell, touch, taste, hear, and
especially feel what you are saying. Write to make an emotional
connection or make the audience stand in someone else’s shoes. This
will capture the reader’s imagination and create a relationship
between the reader and the subject. They will walk away feeling as
if they have just had an experience instead of just a good read.
This is the framework that can be used to teach someone about
another place or another culture. This will also arouse interest in
the subject you are writing about. It can increase awareness and
stir up passion.

Frame #3 Talking to a Loved One
This framework is handled as if you are telling a story to your
mother or your best friend. It must be simple, open, and honest. The
reader should feel as though they know you. An article framed in
this way is perfect for telling your own personal story and sharing
who you really are. It can create a feeling of intimacy and works
best if you show some vulnerability and sensitivity. Comfort,
familiarity and flow should emerge. This writing style is like
giving a gift or letting someone in, trust is vital. When you speak
to a close friend or relative you learn things about yourself. While
framing the story in this manner you make the reader feel they are
learning a lesson as well.

Writing is an ability anyone can cultivate. It simply takes the
practice, time and creativity. These are the same tools necessary to
market yourself and your company well.
Intentionally choose which voice will best reach your target
audience. Know exactly what type of writing the online publication
or web site is looking for. Most web sites, e-zines and online
publications offer writer’s guidelines for review. Let another
friend or family member hear the story. Read it out loud or give
them a copy to look over. A second set of eyes is the best way to
edit or critique the work. If necessary, hire a professional writer
to ghost write if you don’t have time. A well-written article can
boost your reputation and credibility.


About The Author

Sarah Benoit is owner of Sidhe Communications in Asheville,
North Carolina. She is a market research, event planning and
promotions and business writing specialist. She is also active
in local business support, art, performance and metaphysical
studies projects. She can be reached at
www.sidhecommunications.com.
sarahbenoit@charter.net