Now let's make it even easier, with these tips and guidelines for allaying your "I-can't-do-that" concerns. These are the secrets to writing an article and using it as an effective marketing tool, without breaking a sweat:

1. Keep it short. 300-600 words is plenty if you plan to distribute it to your mailing list or post in on your site. If it is for a publication or another website, ask the publisher what the minimum length is and write that much only. Tempted to expound and say more? Park that part of it for your next article.

2. Make it advice oriented or information-oriented, not educational. You're trying to tell the audience one or two quick things, not teach them the whole subject matter.

3. Be direct and specific. Be simple, clear and no fancy language or jargon.

4. Use shortcuts to present and organize your information. A list of 10 tips, ways to do something, or mistakes is an easy and reader-friendly format that is easy to write too.

5. Cut to the chase. Crystallize and summarize. Tell them what time it is, not how the watch was made.

6. Be appropriate for your audience. Don't dumb it down or smart it up. Go to their level. You are the expert, they're not – but they're not stupid, either.
 
7. Write in simple, short sentences and paragraphs.

8. Avoid the passive case. It is sleep-inducing. It's always "You can get some great info" rather than "Information may be obtained at…"

9. Come up with a snappy, intriguing headline and first sentence. Spend as much time crafting these two as you do the entire rest of the article!

10. Write it like you're talking to someone at a networking reception. Informal, helpful, to the point is the style to aim for.

11. Always qualify – state that readers must consult an expert for specific information relevant to their situation; your article is for general informational purposes only and is not intended to be anything more, like specific individual guidance..

12. Give it your best. Provide useful, valuable information. Don't "hold back the good stuff." You are spotlighting your expertise to win clients, so take it seriously.
 
13, Lure readers in for more: Let them know there is more to know, and they can get it by calling or e-mailing you, or visiting your web site.

14. Help them find you. Put a resource box on every article. At the bottom, it's where you have a brief blurb about yourself, all your contact information and your web address.

And the three dont's:

Don't wing it: Proofread your article before posting/sending it. Have two other people you trust read it for you, too.
 
Don't take sides. No political or personal opinions in these articles. This is business. Why risk alienating anyone? Your role is to explain, analyze and inform.

Don't be pushy. A self-promotional style or language, or a hard sell, is the opposite of what the reader wants and values. Concentrate on just building the relationship.