When we buy something that makes copious promises on the packet, but, once we get it home it fails to deliver on most, or even some of them, we're disappointed.

The same is true with articles. The promise is on the "packet" - the title. And just as we would be wary of buying anything else from a brand that's disappointed us once already, readers will be wary of reading articles by authors that have disappointed them in the past.

It's for this reason that it's important - even IMPERATIVE - that every article you write must satisfy the reader's curiosity about the title that "hooked" them and made them want to read your article.

For instance, if you wrote the most fascinating and intriguing article ever produced about writing great plot structure, it would mean nothing and no one would want to read it if the title was "Easy Ways To Write Realistic Dialogue."

This is because people's decision whether or not they want to read an article, is based purely on the title and sub title.

The article you're reading now intrigued you purely on the title - that is, you want to know how, or know more about, how to write articles that fulfil their promise in the title.

So first I've described what an article is that doesn't fulfil its promise - and that is any article that doesn't contain what the title suggests.

But there's also another type of "unfulfilling" article, and that's one that only partly fulfils its promise - that is, it tells you something about the subject in the title, but then it goes off on a completely different tangent.

For instance, an article called "How To Write a TV Drama Script" that suddenly veers off halfway through and starts telling you about different types of reality TV shows and how to pitch an idea to a TV station, is an unfulfilling article.

Pitching an idea for a new-and-never-thought-of-before-million-dollar-reality-TV-show, might be an interesting subject to someone who wants to pitch such an idea, but not to someone wanting to write a script for a new TV drama.

So whenever you're writing an article, always stick to one subject. If another subject idea pops into your head, jot it down in your "ideas" book and use it as another article.

But sometimes coming up with the most appropriate title for an article can be difficult. If you find it is, then write your article first, sticking only with the subject you're writing about, of course, then think of a title that best describes it.

Your title can be as long as you need it to be to intrigue more readers - but don't go crazy. If you need to, you can use a sub title as well. For instance, an article with the title "Microwave Cooking" isn't as appealing as one that has the added sub title "10 New Ideas You've Never Tried Before."

Once you've finished your article and written a suitable title, read through your article with the title in mind and make sure that every paragraph relates to the title.

If your article is called "How to Knit" make sure that this is exactly what your article is about and doesn't wander off the subject in the title and start talking about the history of knitting or how knitting needles were invented.

This extra information may be appropriate if you were writing a book, but articles need to be tightly written and need to keep to the subject the whole way through.

People read articles because they're looking for quick information. They don't have time to wade through things that are irrelevant. So make sure the title of your article relates directly to the content and make sure your writing stays "on track" so that your articles always fulfil their promise.

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About the Author

Ruth Barringham is a freelance writer. Receive her free eBook, "Article Writing & Promoting" by going to http://writeaholics.net/articlewriting.pdf.