How to Plan a Business or Technical Article
A 5-Part Structure to Grab Readers and Achieve a Marketing Objective
Jun 13, 2009
A plan for a business magazine article written as a business-to-business marketing tool is essential to ensure that the article will:
- Appeal to the people the writer wants to influence;
- Achieve the writer's objective.
The classic article structure has three parts:
- A summary of the topic;
- A main body expanding on the summary;
- A concluding summary.
This works if the writer is sure the intended readers will recognize from the summary that the article is of interest to them. If the writer wants to introduce a new idea or concept to the intended readers, a different structure is needed, because the summary will not pique their curiosity.
Five-Part Business Marketing Article
This structure can consist of five parts:
- A general-interest lead;
- A general statement linking the lead to the subject of the article;
- A paragraph describing the main point of the article, referred to as the "nut-graph" because it contains the kernel of the article – it performs the same role as the summary in the three-part structure;
- The main text;
- A conclusion.
Article Lead Addresses Target Market
The choice of lead is wide open. Professor Emeritus Peter Jacobi, of the Indiana University School of Journalism, says there are 24 types of lead. A few examples will show how to develop a lead for an article, such as one dealing with wind turbines. The article could be written to appeal to a specific group of people in a target market, such as: energy and power engineers, investors in technology, building managers or politicians.
Here are some suggestions:
- An 'amazing' fact, such as the power of the wind;
- A warning about global warming;
- A forecast of demand for 'green' energy;
- A forecast of rising heating and air conditioning costs;
- Why a character known in his neighborhood as a techno-geek is laughing all the way to the bank.
Main Points of the Marketing Objective
The second section makes a general statement leading the reader into thinking about alternative energy or, specifically, wind power.
The "nut-graph" summarizes the main point that the writer intends to make, written with the objective in mind.
For engineers, the “nut-graph” could stress technical aspects to demonstrate feasibility. For investors, it could stress business potential; for building managers, cost-saving potential; for politicians, the opportunity to take a lead on global warming.
The main body elaborates on the "nut-graph" in 4 or 5 main points relevant to the marketing objective. Most business and technical magazines limit articles to 2 pages, about 1200 words. The lead and closing paragraphs take up too many words for the main body to cover more than 4 or 5 points.
The Close Emphasizes the Marketing Objective
The writer has choices for the closing section, which should refer back to the beginning for 2 reasons:
- It gives the reader a sense of completeness;
- It repeats the main point, helping it to stick in the reader's mind.
The close can refer to:
- The general-interest lead;
- The general statement; or
- The "nut-graph".
It should be written to emphasize the objective; the last words are what the reader is likely to remember.
Structure For Print Media
This structure is suitable for print magazines, still a preferred medium for business and technical readers, according to Rochester Institute of Technology, Printing Industry Center.
It is not suitable for web sites, where articles should not exceed 600 to 650 words, leaving no room for the 3 part beginning. There is no need to draw readers in; people access web site articles because they are searching for information.
This plan helps the writer to address the interests of the people he or she wishes to influence. It focuses the writer's mind on the objective. The general-interest lead attracts readers to whom the subject of the article is a new idea.
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