Wednesday, May 9, 2012

So you're the "How-To" expert? Maybe not

When writing a blog post to explain "How-to" do something you may unwittingly fall short of your goal. Worse yet, you may send your frustrated reader off to your competitor's website.

One reason people may be following your blog is because they are seeking information about your products and services.  I'm sure you would jump at the chance to fulfill this need and possible win over a new customer. But, your best intentions could go horribly wrong. And here's why.

There are two ways to explain "How-to" do something. There's the insider geeky technical way and by contrast there is the low tech, normal way. The normal way makes no assumptions and is not intimidating. Albert Einstein once said, "if you can't explain it simply, you don't understand it well enough." Einstein's message was clear and full of wisdom. Even the most advanced concepts need to be communicated in a manner that anyone can understand. 

Your readers are looking for quick, to-the-point, easily understood relevant information. Talking over the heads of your audience with technical jargon will impress no one and only drive readers away. When it comes to "How-to," the simple low-tech tricks, tips, and shortcuts are highly valued by your readers because they save time and cut through the technical roadblocks.

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