- Specific steps
- Minefield warnings
You’ve read how-to articles before. Most of them are like foam on your cappuccino — just fluff.
They seemingly draw you in to tell you ‘five ways to do something’ but each step goes off on a different tangent. After your reader is finished, he still doesn’t feel like he can take action.
Give your article a sequence.
- Start here, do this.
- Then do this.
- Then this.
Minefield warnings Telling your client exactly what to do doesn’t necessarily mean they’ll be able to execute those steps without tripping up. You have to show them where they might stumble into a trap — we like to think of it as navigating the minefield.
Where they’re likely to get it wrong. Where others have got it wrong before. By showing them potential pitfalls, you continue to empower your reader by giving them the power to anticipate problems before they happen.
It’s like having x-ray vision. You’re creating something amazingly powerful.
What happens next? When you write an article that hits all of those points, you’ll find that your readers start signing up for your newsletter, forwarding the article to their friends and clients, and tweeting the heck out of the article link.
Why? What makes this article something that people want to pass on?
When you wrote the article, your readers felt empowered by the information, and they felt grateful enough that they signed up for your newsletter or your RSS feed. They may have even bought products, services, or pricey workshops because of how empowered you made them feel.
They wanted more of that feeling.
When your readers pass on the article to others, they get all of those rewards too, just as if they’d written the article themselves. They’re passing on the gift of empowerment — and getting rewarded just like you did, with grateful clients who want to work more with someone who can give them that heady feeling.
But will those tens of thousands of readers show up tomorrow? Not unless you work to leverage your article.
We not only published it on our own website and blog, but we also repackaged it as a PDF (which is given away free). Over time clients, bloggers, and other readers have read it and passed it on.
Make your article available in lots of different formats and promote it as much as possible. If you’ve followed our three steps and it’s a truly empowering article, pretty soon your readers will be doing the promoting for you.
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