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.

Image by avinashkunnath

About Michelle Hill

Michelle Hill, the Strong Copy Quarterback for Winning Proof, is a sports and fitness copywriter. My mission is to help pro athletes, coaches, and sports agents increase their success score in their entrepreneurial endeavors with my writing expertise and creative turn of mind.I write website content, client letters, media pitch letters, sponsorship proposals, and brochures for sports-related companies. www.winningproof.com

Web | Twitter | Facebook | LinkedIn | More Posts (64)

We’re just two weeks into 2011, yet between NBA trade rumors, the BCS National Championship game, and the NFL Playoffs, we’ve already experienced a lot of excitement. Here are some of my early favorite tweets from the world of sports in 2011.

Blake Griffin, Professional Athlete, LA Clippers (@blakegriffin)

“I know everyone is saying this but have a safe new years don’t drink and drive… and please don’t drink and tweet!” – Dec. 31, 2010

Why Included: Good to see the young man recognize that driving isn’t the only thing that can get you in trouble after consuming alcohol. Also, have you seen Griffin’s top 10 dunks? NASTY!

Darren Rovell, Host of “Sports Biz With Darren Rovell, CNBC (@darrenrovell)

“I know they’re supposed to impartial, but sponsor Tostitos has to be rooting for a coach named Chip” – Jan 10, 2011

“Nike: Oregon’s neon socks from last night’s game are not available @ retail. Sorry to disappoint the THREE of you” – Jan 11, 2011

Why Included: Witty commentary after January 10th’s BCS National Title game. Also, I highly recommend anyone reading this site follow Darren Rovell. Fantastic sports biz commentary.

Adam Schefter, NFL Analyst, ESPN (@AdamSchefter)

“Newly-acquired WRs Anquan Boldin and T.J. Houshmandzadeh were supposed to be the difference for the Ravens. They were.” - Jan 15 2011

Why Included: Boldin and Housh were brought on by the Ravens to make big plays in big games. Both had significant 4th quarter drops that contributed big time to their team’s season-ending loss.

Carmelo Anthony, Professional Athlete, Denver Nuggets (@carmeloanthony)

“some people kills me softly like Lauren Hill. I tell u.” – Jan 9 2011

“Born in Brooklyn, Manufactured in Bmore. Point blank period” – Jan 15 2011

Why Included: Amid trade rumors, it’s been interesting to follow Carmelo Anthony.

Bill Simmons, Sports Writer, ESPN (@sportsguy33)

“Congrats to Auburn for winning the 2011 title. And congrats in advance to Oregon for winning it retroactively in 2013.” – Jan 10 2011

Why Included: It’s been widely speculated that Auburn QB Cam Newton has participated in illegal activities that may very well come back to haunt him, and Auburn, down the line. Plus, Bill Simmons is worth following in general.

Greg Aiello, Public Relations, NFL (@gregaiello)

“To confirm what’s being reported: Ray Anderson contacted multiple clubs this week so they could remind players…” – Jan 15 2011

“..comments of a physically threatening nature are always taken into account in evaluating discipline for illegal physical contact on field.” – Jan 15 2011

Why Included: After escalating trash talk during the week, the NFL decided to let the Jets & Pats, in particular, know that they were taking a no-nonsense attitude on the field. Cool to see the tweet from the NFL PR guy.

Kevin Durant, Professional Athlete, OKC Thunder (@KDthunderup)

“Scarlett johanneson I will drink ur bath water…#random“ - Jan 16 2011

Why Included: Just ridiculous.

Santonio Holmes, Professional Athlete, NY Jets (@santonio10)

“Knock! Knock! IM BAAAAACCCCK!” – Jan 16 2011

Why Included: After his team’s big playoff win against the Pats, Holmes tweeted to let his former team (Steelers) & city (Pittsburgh) know that he was excited to see them in the AFC Championship game. I like it.

What did I miss? Let me know in the comments below, and here’s to a twerrific 2011!

###

Image by ncbronte

About Sam Taggart

Sam is a Creative Strategist for VaynerMedia, a social media agency based in New York City. Sam previously worked as an Account Executive for the New York Jets as well as the New Jersey Nets and spent time working with former NBA player Jalen Rose as well as NFL safety Kerry Rhodes. He now focuses on creative strategy across VaynerMedia's portfolio. You can follow Sam at http://twitter.com/gosam & visit VaynerMedia at http://www.vaynermedia.com.

Web | Twitter | LinkedIn | More Posts (49)

This week Matt Crevin from Voice of the Box interviews writer Kevin Lynch. Kevin has been covering the NFL for 21 years and explains his role as well as the keys to staying current in the ever changing world of sports journalism.

About Matt Crevin

If you are passionate about pursuing a career in the sports industry and want to discover how top level insiders got their start, connect with Matt today. Matt provides a unique look into the careers of many sports industry executives, revealing their success stories, advice and techniques you can put to use as part of your search strategy. Collaborate with Matt and start listening, learning, creating and executing your own action plan! Equipped with business background and sports insider’s knowledge, Matt is ready to share his passion and knowledge with you! He delivers to his individual clients a unique process and format which gives sports industry hopefuls a unique look into the numerous career opportunities available in the sports industry and more importantly how to position yourself to break in.

Web | More Posts (19)