Some people write their article as if they are addressing a public meeting. This usually comes across as pompous and impersonal.

When you are writing, try to imagine that you are talking to your best friend. Your article should be intimate and emotional. Don't be afraid to give something of yourself. And use 'you' as much as possible.

The best copywriters will often include a story to make a point. And remember that the more you can enter into the anxieties and concerns of your reader, the more effective you will be in keeping their attention and winning them over. You may offer a product or service that would solve a problem in your reader's life. If so, you need to come across as a human being who understands their needs and the difficulties that they will be facing. Before anyone will buy a product or service from you, they need to relate to you, trust you and like you. The best sales people do a lot of listening. Whilst listening to your potential client will not be possible in an article, you need to show that you are aware of their existence and of their anxieties.

Do you see how this can be done? One way is to put yourself in your reader's shoes and ask their questions for them. Will not this seem a bit contrived? Not really. Because people love to feel that they are at the heart of your attention and concern. They will feel much worse if you simply treat them to your lecture. Yes. You have valuable information to tell them but this will fall on deaf ears unless you introduce yourself first and include them in the dialog. We all know the party bore who just goes on about his or her own pet subject. You need to demonstrate your knowledge whilst keeping some humility too.

None of this is easy but, with practice, you will get better at striking a good balance between friendliness and authority. And don't be afraid to get something down on paper. Everyone falls flat on their face sometimes but if you pick yourself up again, you will always do better the next time! You certainly will not improve without being willing to get your words down, even if you occasionally make a fool of yourself! There's always another day to do better!