Do you want to improve your promotional sports writing skills? Just like a football coach has a playbook that guides the team play-by-play, I’m going to reveal some secrets from my own playbook that will help you vastly improve as a sports promotional writer. Follow these secrets and you’ll move up the field to sports promo writing victory.
Preparation – If you’re new to promotional sports content writing, stick with topics you know best so you can do a minimum of research. As you progress, if you’re not familiar with a topic, take ample time and energy to research so you become familiar with the topic and comfortable talking about it like an old friend.
Headline – It MUST grab your readers’ attention as soon as their eyes hit the page. Your headline can set the tone for your copy or it can simply present an idea. It should only be a few words and hit your reader between the eyes with the wow factor. It’s the very foundation of your copy and you should spend the most time on this.
Lead – This is your first paragraph and it should tell your reader what he’ll gain by reading the rest of your content. He wants to know what’s in it for him. You must answer the readers’ question of, “why should I continue to read this?” You can suggest the promise in this section – just saying it directly is best, although an implied promise works in certain situations.
Power of one – Stick to one central idea throughout your copy. The central idea should contain an emotional tone that the reader can resonate with. You can make them angry, sad, melancholy, or whatever emotion will evoke a response for what you’re offering.
Structure – Write about a subject your reader cares about. Weave compelling stories into your copy that relate to the product or service you’re offering. Add elements of credibility by including testimonials or facts from studies. Write benefit-rich details that lead your reader straight to the offer.
Wrap it with a bow – If your reader sticks with your copy until the end, give them a gift of satisfaction. Fulfill the promise you made in the lead and make sure you’ve given them all the facts.
Offer – Say it plainly, say it clearly. What exactly are you offering? What discount is available if the reader orders today? What bonuses are you offering for immediate response? What extra bonus reward will they get if they order right now?
If you’re new to the field of promotional sports writing and don’t have any work samples, volunteer to help friends or work acquaintances out or just fabricate a product or service just to sharpen your writing presentation skills. Ask your local newspaper if you can write a weekly or monthly column. Subscribe to online and print trade magazines and offer your assistance. Your prospective clients want to see your writing style and how well you convey ideas that fit their product or service. Practice, practice, practice your craft.
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