Meet the 5 W’s: Who, What, When, The place, Why.
Oh, them, you say. Inverted pyramid and all that journalism stuff. The 5 W’s are old-timers, previous information.
Nicely, sure. However there’s a purpose they’ve been round a very long time.
Plus, I’ll allow you to in on a secret: They’re not only for reporters writing breaking information tales or publicists cranking out press releases. You may apply the 5 W’s to advertising items, even promoting. Let me present you ways.
The 5 W’s have lengthy been the mainstay of PR professionals who should write newsworthy press releases to get media consideration for his or her purchasers. By successfully utilizing the 5 W’s, they’re talking the language of journalists and the information enterprise.
Nonetheless, advertising, promoting and gross sales promotion are undisguised promoting. How do the 5 W’s apply? Let’s run by way of them. Take into consideration an advert, Website online, brochure, or gross sales letter.
Who – Who’s the viewers, buyer, or prospect? Who’re you?
What – What’s the product, service, provide?
When – What’s the time component? Why is it essential or pressing now?
The place – The place is the market(s) or firm (yours and/or theirs)?
Why – Why ought to they reply or purchase? What are the explanations or advantages? Why you rather than your competitor?
I’m not suggesting that the 5 W’s are a advertising cure-all.
You continue to want to stay to advertising fundamentals: presenting services as options to issues; showcasing options and advantages; offering proof with testimonials, opinions and statistics; and having a robust name to motion.
Merely use the 5 W’s to assist flesh out all points of your message.
With a agency grasp of the 5 W’s, I consider you’ll be able to adequately steer your manner by way of any interview. The 5 W’s provide the question-asking framework to strategy any individual, topic and mission.
Ideally, you put together for an interview, contemplating the main target of your piece, gathering background data and getting ready questions in written type or in your head.
The 5 W’s are a superb place to begin, however you’ll discover them completely indispensable in these cases when you could have little or no time to organize for an interview. The 5 W’s will assist you ask some first rate questions and are available away with what it is advisable to write the piece.
Don’t Neglect ‘How’
Not broadly publicized as a result of it doesn’t start with a “W,” “how” is a frequent sidekick of the 5 W’s.
How essential is “how”? It’s of prime significance in each rags-to-riches story. All of us need to know the way they did it. It’s important to new expertise, as in the way it works. You may in all probability consider different examples. Lean closely on “how,” for it may be simply as essential because the 5 W’s.
Copyright (c) 2006 Neil Sagebiel