How To Write Marketing Articles – The Ebook

I’ve written this series on how to write marketing articles to help YOU write quality content that may help you passively generate traffic and buyers.

To make it easier for everyone to access the series even when not online, Patrick Gunning has compiled these articles into an ebook. This is in PDF format and I’ve included giveaway rights in case you wish to share it with others.

There are NO advertisements or affiliate links in this book.

You may download it by clicking

I will be adding additional hints here to help you generate interest in your articles but I’m not sure when.

Written by Jerry McCoy - How To Write Marketing Articles

The Marketing Article Summary

The summary you write for each of your marketing articles is almost as important as the article itself. Think article summary equals advertisement.

Some article directories, search engines and meta crawlers use the article summary you write plus your article title and URL to let visitors find your article.

The meta crawlers and search engines that use the article summary ONLY use the first 160 characters of the summary and that includes the punctuation AND spaces.

You WANT your potential reader to see a summary that is grammatically correct and has good spelling because that IS your first impression AFTER the article title.

The article summary is your chance to hint at the benefits gained by reading your article without giving too much away. A summary that doesn’t give enough information won’t catch their interest either.

If you think about your summary, you can include the keyword phrase you are targeting plus provide enough information to get your reader interested. The first paragraph of this article used 147 characters including the spaces and punctuation.

The ideal situation for search engine placement is to have your primary keyword phrase in the title, URL and summary. This gives the reader, search engines and article directories multiple chances to figure out the correct category for your article.

Your company name, contact information, URL or ANYTHING about YOU should be left out of your article summary. The summary is ALL about your reader and how THEY will benefit by reading your article.

HTML tags are not allowed by most article directories and search engines usually keep the descriptions as plain text.

Your title is and always will be the attention grabber but the marketing article summary you write is the teaser that’s seen before a decision is made on whether to read your article. Learn how to write a short and powerful marketing article summary and you’ll get more readers.

Written by Jerry McCoy - How To Write Marketing Articles

A Marketing Articles Resource Box

Marketing articles are written to presell your customer by creating trust and the resource box is where you place your call to action.

In case you haven’t noticed in my previous posts, I’ve been teaching you to write using A.I.D.A.

A = Attention
I = Interest
D = Desire
A = Action

ALL good sales copy incorporates these four elements and, in my opinion, the BEST sales copy does them without actually trying to sell.

If you have to try to sell, you haven’t done a very good job of creating a burning desire in your prospect for your product, service or more information.

Your marketing article gives them a taste of the benefits and your resource box should be used to show them where they can get more information.

Let’s say you’ve written an article on ‘genital herpes’.

Sample Resource box 1:


John Smith has a degree in health care administration and you can find more about him and additional articles at


Sample Resource box 2:


If you enjoyed this article, you might also enjoy Living Life as if You Were Genital Herpes Free and additional articles on Natural Herpes Remedies.


In sample 1, the reader is given a brief bio of the author and told where they can find more information but there is no clear call to action or incentive to click the link and visit the website.

Sample 2 gives the reader the opportunity to visit another page that has an article on the SAME subject they were just reading. This is important because you already know they are interested in the subject AND your article just provided at least one benefit on that subject so there is a certain level of trust.

IF the second article is good and well written, you’ll be sliding your highly targeted visitor towards clicking on a product offer or subscribing to your newsletter at the end of that article.

The second hyperlink in sample 2 is a link to the home page of your website using keyword anchor text YOU choose. This means this one resource box is giving you two keyword rich links to your website from one article.

Write quality marketing articles and good resource boxes with links to an interior page AND your home page and you’ll be building the number of quality inbound links to your site EVERY time an article directory like ArticlesBin approves one of your articles.

Written by Jerry McCoy - How To Write Marketing Articles

Benefits and Building Desire

Stacking multiple benefits within a single marketing article makes it easier to build desire BUT you want to focus on only one keyword phrase. This may mean using some benefits in other articles and you may need to use a story to create the desire.

If your keyword phrase is a top tier phrase like weight loss, you can easily come up with a list of benefits that will build desire within the reader.

  • Looking good
  • Feeling good
  • Buying clothes that look and feel good.
  • Being healthier.
  • More attractive to your mate or prospective mates.

The above list is just a few of the benefits of weight loss that could be used to build desire in a prospect to help guide them toward the action you’ll ask them to take in the resource box.

Your goal in the article is to grab their attention with the headline. Get them interested in reading the article with the first paragraph, build their interest in the article body then present a call to action in the resource box.

If your keyword phrase doesn’t have multiple benefits like weight loss does, using a story that the reader can visualize themselves in works wonders as a presale. The story must fit the targeted keyword phrase and benefit you are targeting so your reader can easily draw the correct conclusion while visualizing.

The better you paint a word picture that the reader can see themselves in with their problem solved, the higher your clicks will be in a well written resource box.

A well written marketing article can drive traffic to your website for months if not years. The trick is to sell without selling.

Written by Jerry McCoy - How To Write Marketing Articles

Marketing Articles: The Article Body Part 2

This lesson will get more into the meat of writing your marketing articles for success.

If you noticed the structure of my last post, you saw that the paragraphs were short and there were bulleted points.

Humans rarely read every word the first time through an article. They skim it then return IF their interest is captured.

The eyes quickly tire too so you need to divide your message into bite sized chunks that can be separated by headers that are bold, one or two sentence introductions or simply white space.

Bulleted points are eye grabbers so they are great for listing the benefits you are covering in your article. Please make sure you list benefits instead of features.

2 gigs of DDR-2 RAM.

2 gigs of super fast DDR-2 memory is enough memory to play online multi-player games, edit videos or handle other multimedia tasks you enjoy.

As you can see from the above example, the benefit tells the reader WHY the fast memory is good rather than just stating it’s there.

The easier it is for your reader to picture themselves using your product or service the easier it is to get the action you desire from them.

Your headline had one benefit and including your other benefits in bulleted form in the article body lets the reader quickly choose the benefit that interests them most.

I suggest you visit the ArticlesBin article directory or another article directory where you can read some of the top articles to see what they have done right and what could be improved to make it even better.

There are many ways you can format your marketing articles but be sure you leave plenty of white space and use bulleted points where possible to ease eye strain and highlight important information to your reader.

Written by Jerry McCoy - How To Write Marketing Articles

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