You've decided to take an entry in a local directory, maybe one of the Cheltenham directories, a Gloucestershire directory or a Cotswold directory. An engaging ad is important, but imagine the extra impact of a professionally written editorial piece – maybe a profile of your business or a feature targeted at your prospective customers.
Unfortunately, writing editorial for local directories takes time and specialist skills, On a typical A5 page you've only got room for a couple of hundred words in which to get your message or feature over. Fortunately, if you don't have the time, the specialist skills or the inclination, I can help.
Don't worry if you haven't got the time or specialist skills to write an engaging, high-impact article for your local directory. I can help you craft a story that will please your prospective customers and the directory publisher.
With a background in PR as well as professional copywriting, I know how to craft a story that will complement any advertising you do in the directory. Once you've briefed me, I'll get on with the research and writing while you concentrate on what you do best – building your local business.
Editorial for local directories can take many forms. Here are just a few ideas:
In each case, the challenge is typically to write a 250-300–word piece that's genuinely interesting, relevant and useful to the directory's readers. Overtly salesy articles are quickly seen through by sophisticated readers, especially when directly facing obviously paid-for advertising in the directory.
Write an engaging piece about a weekend in Zagreb, or travels across several countries. That's the challenge I face when I write a monthly 400-word travel and holidays column for Gloucestershire's successful Local Answer directory. It may not be Wanderlust but it's going in the right direction. What's more, the combination of my words and original photography by my wife and I is good for the publication and its thousands of readers in Cheltenham,, Gloucestershire and across the Cotswolds.
Instead, the secret lies in crafting a genuinely interesting piece that will be read on its own merits. The sales bit comes in the form of an understated by-line after the article, as was the case when I wrote a piece for Cheltenham-based Azure Chauffeur Driven Luxury Cars that appeared in the magazine-based Buy Local directory. In this case the piece was a day-in-the-life-of feature complemented by a professional tip. The format was a proven one that had already been used successfully by the magazine publisher. While David Keffler, the owner and lead chauffeur at Azure, got on with looking after his discerning clients, I got on with what I do best and crafted the article for the magazine.
Imagine doing something similar yourself (or if you are a local directory publisher, getting me to craft articles for your clients). It's a great way to set yourself apart from other advertisers and dominate one or more pages of the directory.
Whether you are a business owner like David, or a local magazine publisher, we should have a chat about the possibilities of working together.
Learn more today. Please call me on 01242 520 573 or email me
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