A copywriter I admire recently gave this advice. If you have a story of “How to,” write it up as “How I did it.”Y
The problem comes when your “How I did it” story can’t be transfered to “How you can do it.”
1 – If you’re being truthful, the way you achieved your goal may not be an option for many people.
Many coaches achieved success by giving talks in bookstores or in-person schools and classes. Those places simply don’t exist anymore. Where they do exist, they attract a specialized audience. –
2 – You may have access to a special resource.
If I wrote an article about keeping fit, I might mention that my building (where I moved 5 years ago) has a gym for the residents. But what about buildings with no gyms? Would this be helpful?
An example I quote a lot is a story by a new health coach who had a good story. She grew her practice when her boyfriend shared her info with his very large, responsive list. She could write an article, “How I grew my practice without a website,” but who else can benefit?
3 – A how-to article may have different kinds of info. “
I built my website with WordPress” is different from, “Here are 3 ways you can build a website.” Of course you can add, “This is only one way. Here are 2 other ways.” But you imply that your way is best.
4 – Sometimes you haven’t done something yourself, but you *are* qualified to advise others.
You can be a great coach when you’re a mediocre player, or you can be a great player who never got the hang of coaching. These are different skills.
I like to say, “You can be a great cardiologist even if you haven’t had a heart attack.”
You can study how to do something but never do it yourself. For instance, I have never held a corporate job that had performance plans. But I’ve written articles and videos for people who have. I have letters of thanks from people who read them.
5 – Who says a “how to” article has to be dull?
For one thing, people who want to learn how to do something will not find it dull. They want the information.
For another, you can learn how to use stories to write an interesting article. You can write articles with real or imaginary clients. (Be sure to disclose that they’re not real! It’s not fair to clients.)
I’ve written countless “how to” articles. I don’t think they’re dull. Look at “Your brand is not your beach towel”