How to write how-to articles
When the folks at Topolobampo, Chicago’s cathedral to Mexican cuisine, wanted to sell more syrah, they didn’t put signs on the tables saying “Buy wine!” Instead, they provided nifty little tabletop tipsheets on how to pair wine with Mexican food.
Take a tip from Topolobampo: Instead of always pushing your products, offer your customers news they can use to live their lives better. Tipsheets position your organization as the expert in the field and may drive more sales than purely promotional pieces.
Lists top the list of blog posts that get shared
Social media listicles descend from 1890s women’s magazines
Service stories get read, shared, used and acted upon
Deliver real value, and watch your reach and influence grow
“Our readers don’t want to read stories,” writes Brian J. O’Conner, editor at Bankrate.com. “What they really want is a big button they can push that says, ‘Solve my problem.’ It’s up to us to be that button.”
Sadly, instead of delivering information that helps readers solve their problems, too many web writers churn out web content that focuses on “us and our stuff.”
But at Get Clicked, Read, Shared & Liked — a two-day online-writing Master Class on Sept. 28-29 in New York — you’ll learn how to write webpages, blog posts and social media status updates that grab and keep reader interest with relevant, valuable, helpful information.
Specifically, you’ll learn how to:
- Find the right story — and craft the best story angle — for webpages, content marketing pieces and social media status updates.
- Position your company as the expert in the field and draw readers in with news they can use to live their lives better.
- Get more likes and shares with stories that better serve your audience.
- Make sure your status updates are welcome guests, not intrusive pests, by passing the 70-20-10 test.
- Tap the power of the most-retweeted word in the English language. And avoid the one topic nobody wants to read about.
This is the only online-writing Master Class we’ve scheduled for this year. Don’t miss out! Register now.
Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more