Real estate agents and other service providers in the alternative investment industry tend to write good advertisements. They are used to crafting brochures, flyers and marketing remarks for listings. These involve creative use of adjectives like “cozy” instead of “small,” and pushing the reader to a specific action (e.g. pick up the phone, send an e-mail, etc.). But despite their marketing expertise, these providers often have difficulty writing effective articles and educational content. I have a theory why.

I believe that most web users who visit an article are only looking for initial information to research a topic or idea. They have not decided if or what they want to buy. If the service provider fills the article with fluffy adjectives and sales messages, it is easy for the user to be turned off and to look elsewhere.

The key to writing credibly for articles and other educational content is to focus on emphasizing ideas instead of products or services. This helps sell a provider’s product or service in an indirect way that resonates better in an article format.

Service providers earn business based on their expertise. Writing articles is an excellent way to establish yourself as an expert. It’s also an excellent way to drive traffic back to your website, where the more traditional marketing messages can have better results.