| My coaching, consulting and article submission clients | | | | stamina, and improved overall health quickly with an |
| always ask me, "Eric, what should we write about?" | | | | exciting new workout and routine every single class |
| I always tell them I may be your #1 resource to make | | | | - Engaged in a total-body workout adaptable to any |
| your articles better and get them published on the top | | | | age |
| websites, ezines, article directories and article | | | | - Fulfilled as they improve their concentration, |
| announcement lists. However, I am not your number | | | | self-discipline and attitude so they can perform better |
| one resource for article ideas. | | | | at work and live life to the fullest |
| Why? | | | | - Protected as they have learned techniques that will |
| Because I don't know your industry and I don't know | | | | help them defend themselves and their families from a |
| your audience. | | | | variety of attacks and real-life street situations. |
| Your number one resource is your customers. So | | | | Step 3: List the top 10 questions your audience asks |
| before you even write one word of your article, you | | | | you on a regular basis |
| must get to know your customers even better. To do | | | | For example, when potential new adult students enter |
| this effectively, you must create a composite sketch | | | | the school they ask my instructor: |
| that embodies everything your customers think, feel | | | | 1. There are so many martial art schools around, why |
| and care about in your industry. | | | | should I attend your class? |
| Here's how I created a composite sketch of our adult | | | | 2. What martial arts style will best suit my needs and |
| class for my karate instructor, Grand Master Ralph | | | | wants? |
| Chirico. | | | | 3. What will I learn? |
| How to Get to Know Your Customers Better So You | | | | 4. How will I benefit from martial arts training? |
| Can Write Better, Faster | | | | 5. Will the martial arts improve my work performance? |
| Step 1. List your audience's hot buttons | | | | 6. I am not athletic at all, is the martial arts for me? |
| After interviewing the adult class, I discovered that our | | | | 7. What are some self defense techniques that I will |
| adult students are looking for a fun, exciting way to | | | | learn |
| keep physically fit, relieve stress and learn vital self | | | | 8.The doctor says I need to do more cardio-aerobic |
| defense techniques that will save their lives. | | | | exercises, how will the martial arts fulfill that need? |
| Using these hot buttons, my instructor can create | | | | 9. How hard and how much do I have to train to get |
| articles like: | | | | the most out of martial arts? |
| 1. How to keep physically fit for years to come | | | | 10. What do I have to do to reach black belt? |
| 2. 3 simple martial arts secrets that will help you relieve | | | | When you're looking for story ideas, these 10 questions |
| stress quickly | | | | will always provide brilliant inspiration. |
| 3. How martial arts training will save your life | | | | Step 4: Flip through your industry magazines and tear |
| Step 2. List all the emotions your audience has in | | | | out a picture of someone who looks like one of your |
| regards to those hot buttons. | | | | customers. |
| For example, before they became students at | | | | Yes it's unconventional. And, yes it works. Whenever |
| Chirico's School of Karate, the students were: | | | | you write articles for your website, blog, newsletter or |
| - Tired of the same, old gym routine | | | | submission and you get stuck on a certain phrase or |
| - Frustrated that they did not have the confidence to | | | | just don't know how to explain a concept, look at the |
| stand up for themselves or their families | | | | picture. Then, explain the concept in plain terms to that |
| - Angry as they had no means of eliminating stresses | | | | customer and watch your writer's block melt away |
| from work and their daily lives | | | | fast. |
| Once they became students they felt: | | | | Follow thee techniques and I guarantee your copy will |
| - Happy to empower themselves and their families | | | | be tight, to the point, and focused on your number-one |
| with the keys to success and healthier lifestyles | | | | resource: Your customers. |
| - Confident as they regained flexibility, increased | | | | |