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Efficient writing despite the subject?

We all know that feeling. Sitting in front of the computer, or with a pen and paper in the hand, and with clear instructions as to what you need to write about but somehow, the words just never come. Knowing the type of article you are about to write is already a real step forward in breaking down the block.  But what defines the different types of article? What do you have to keep in mind with product descriptions, and how are they different to press releases?

In this academy newsletter, we are going to concentrate on the most important features of the types of article which are always ordered over Textbroker. Anyone who made it to the author day here in Mainz will not be facing a completely foreign concept, since Petra Lahnstein dedicated her workshop to this topic.

Promotional articles inspire

Promotional texts achieve the aim of motivating the readers to buy through the application of the AIDA Principle. Strengthen your phrasing with positive words, such as ‘certainly, easy, of course’ and repeat the name of the product and key phrases, for example, in the conclusion. A Call to Action which convinces of the quality or service on offer, or a time limit on the offer can equally prompt the reader’s willingness to buy.

Product Descriptions

Good product texts are directed towards a certain target audience and concentrate on the use of the product. Consider which advantages the reader gets when the product is bought and suggest alternatives for any objections. You should avoid just listing the features of the product and, instead, favour a more personal approach. Try to speak to the readers directly by showing you recognise their needs. Then it’s just a short step from here to the reader convincing themselves and finally, to the product of your article being purchased.


Sure there are travel reports, simple observations on the landscapes and features elsewhere, but then there are travel reports which make you want to pack your suitcase and jet off. Write illustratively, take the reader with you in a strange, new world. By awakening emotions in the reader and setting his imagination free, you also induce the desire to get to know the destination first hand.

Journalistic Articles Inform

In contrast to promotional pieces, information presented on the most objective level possible is the main focus of journalistic texts, highlighting the most important happenings without any unnecessary details. So follow the 6 key questions of journalism. The selection of news material follows their relevance: Does the topic apply to a certain group of people close by, or is it of interest to the entire civilisation? Is it a current topic? Does it deal with important or famous people? As well as these topics, journalistic articles are open to themes of love (sex sells!), drama, curiosities or serious issues.

Press releases

The press release is structured like a letter: In the topmost section is the address, then you title the press release and below this the headline, a short ‘subject line’ and then the body of the text. To conclude, contact details. In contrast to product descriptions, the nature of a press release with the focus on current issue lends the text a report style. The target audience is often not the clients or customers, rather journalists, which is why the text should be formulated without addressing the reader directly and in a matter-of-fact tone. Open your press release with a powerful statement, which, in spite of the volume of information, doesn’t lead to an overload of facts.

Here you can find further information as to formulating a good press release.


The buzz of our times, that particular life rhythm which enables us to select between the relevant and irrelevant information, is what gives a good news report its orientation. Because of this, keep your news short and succinct. In order to ensure the reader only has to glance at your article to know the rest has to be read, tease them with a short, quick summary. To be certain that the headline and teaser do not disrupt the article’s flow too much, use short words and sentences.

*Blog texts*

Whoever posts it first will get it read first. Make sure you prioritise current topics and give your hungry readers their desired blog-supper. Similar to the news reports, the current nature of the article plays a deciding role in determining its overall rank in the search engine results. Your text should have at least 300 characters to do the topic justice, and it should be of a length sufficient for presenting various perspectives. Additionally it pays off to keep in mind the rules for a good webtext so that the article is reader friendly. Prepare your text accordingly and ensure your text is correctly structured and you use those all important keywords.

We hope this has been useful! As ever, we welcome your comments and feedback-let us know how how you deal with your writer’s block.

Happy Writing!

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