{"id":28840,"date":"2022-01-27T12:24:39","date_gmt":"2022-01-27T16:24:39","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=28840"},"modified":"2022-02-09T13:09:32","modified_gmt":"2022-02-09T17:09:32","slug":"why-write-how-to-stories","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/01\/why-write-how-to-stories\/","title":{"rendered":"Why write how-to stories?"},"content":{"rendered":"<h2>Tipsheets get read, shared, used and acted upon<\/h2>\n<p>What makes people share information?<\/p>\n<figure id=\"attachment_28841\" aria-describedby=\"caption-attachment-28841\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28841\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/why-write-how-to-stories\/how-to-story\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Top tips&lt;\/strong&gt; How-to stories \u2014 aka tipsheets and service stories \u2014 move people to act.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story.png\" alt=\"How-to story\" title=\"How-to story\" width=\"450\" height=\"300\" class=\"size-full wp-image-28841 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28841\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/why-write-how-to-stories\/how-to-story\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Top tips&lt;\/strong&gt; How-to stories \u2014 aka tipsheets and service stories \u2014 move people to act.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story.png\" alt=\"How-to story\" title=\"How-to story\" width=\"450\" height=\"300\" class=\"size-full wp-image-28841\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/how-to-story-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-28841\" class=\"wp-caption-text\"><strong>Top tips<\/strong> How-to stories \u2014 aka tipsheets and service stories \u2014 move people to act. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/alphabet-letter-word-how-black-line-1879786510\" rel=\"noopener\" target=\"_blank\"><em>Image by Bankrx<\/em><\/a><\/figcaption><\/figure>\n<p>News they can use to live their lives better, according to Chadwick Martin Bailey research. Here are the Top 3 reasons people share:<\/p>\n<ul>\n<li>Because I find it interesting\/entertaining: 72%<\/li>\n<li><strong>Because I think it will be helpful to recipients: 58%<\/strong><\/li>\n<li>To get a laugh: 58%<\/li>\n<\/ul>\n<p>Want your blog posts and status updates to travel the world instead of staying home on the couch? Make them helpful to your social media network.<\/p>\n<p>Writers take classes on how to show, don\u2019t tell; how to use storytelling to make corporate messages as interesting as fiction writing; how to write in the CEO\u2019s voice and from her point of view.<\/p>\n<p>But how about a writing class on how to deliver news readers can use to live their lives better? How-to stories and tipsheets are effective, because:<\/p>\n<h3>1. How-to stories get read.<\/h3>\n<p>Making a publication \u201ceasy to read\u201d is the No. 1 way to increase readership, according to Impact, an extensive study by The Readership Institute.<\/p>\n<p>And one of the handful of ways to accomplish that is to include more \u201cgo and do\u201d information. \u201cGo and do\u201d information is the nitty-gritty details that help readers take action on a story:<\/p>\n<ul>\n<li>Phone numbers<\/li>\n<li>Times<\/li>\n<li>Dates<\/li>\n<li>Addresses<\/li>\n<li>URLs<\/li>\n<li>Contact names<\/li>\n<li>Maps<\/li>\n<\/ul>\n<p>These elements greatly increase the value and usefulness of the story to readers.<\/p>\n<p>Impact found that if newspapers (and, by extension, other communications) become more \u201crelaxing to read\u201d and make it easier \u201cto find what I\u2019m looking for,\u201d people will:<\/p>\n<ul>\n<li><strong>Spend more time reading<\/strong> the publication<\/li>\n<li><strong>Read it more completely<\/strong><\/li>\n<li><strong>Read it more often<\/strong><\/li>\n<\/ul>\n<p>Communicators can make messages more relaxing and easy by:<\/p>\n<ul>\n<li><strong>Including more \u201cgo and do\u201d<\/strong> \u2014 or how-to \u2014 information<\/li>\n<li><strong>Offering more feature-style story structure<\/strong><\/li>\n<li><strong>Promoting content more effectively<\/strong> within the publication<\/li>\n<\/ul>\n<h3>2. How-to stories get shared.<\/h3>\n<p><a href=\"https:\/\/www.hubspot.com\/hs-fs\/hub\/53\/file-13207809-pdf\/docs\/science-of-retweets-201003.pdf\" target=\"_blank\" rel=\"noopener\">What kind of information do people retweet? News and how-tos<\/a> (PDF), according to research by Dan Zarrella, viral marketing scientist for HubSpot:<\/p>\n<ul>\n<li><strong>News<\/strong>: 78%<\/li>\n<li><strong>How-to information<\/strong>: 58%<\/li>\n<li><strong>Entertainment<\/strong>: 53%<\/li>\n<li><strong>Opinion<\/strong>: 50%<\/li>\n<li><strong>Products<\/strong>: 45%<\/li>\n<li><strong>Small talk<\/strong>: 12%<\/li>\n<\/ul>\n<p>Please note: News is what CNN and the BBC report. It\u2019s not your urgent updates about your Widget 2.6.3.1.<\/p>\n<p>Don\u2019t worry, though. That leaves how-to information as our best bet for content.<\/p>\n<p>Want more retweets? Write blog posts packed with tips, techniques and step-by-step how-tos..<\/p>\n<h3>3. How-to stories get followed.<\/h3>\n<p>Informers are the 20% of Twitter users who tweet information, ideas and insights, new studies, quotes, resources and insights. \u201cMeformers\u201d are the 80% who tweet urgent updates about themselves.<\/p>\n<p>Not surprisingly, <a href=\"https:\/\/news.rutgers.edu\/news-release\/study-reveals-two-types-twitter-users\/20090929#.XPp0z29KgWp\" target=\"_blank\" rel=\"noopener\">informers have nearly three times as many followers as meformers<\/a>, according to a study by Rutgers University professors Mor Naaman and Jeffrey Boase.<\/p>\n<h3>4. How-to stories get picked up.<\/h3>\n<p>Why how-to stories?<\/p>\n<ul>\n<li><strong>Journalists and bloggers love tipsheets<\/strong> because they\u2019re ready-made, how-to stories, sidebars and <em>USA Today<\/em>-style tips boxes. Your fire-safety tips post, for example, might accompany a news piece about a big apartment fire.<\/li>\n<li><strong>Social media channels run<\/strong> on \u201cTop 10 ways to \u2026\u201d listicles.<\/li>\n<li><strong>Customers and clients will read the tipsheet you write today<\/strong> for years to come, making tip sheets the ultimate evergreen with an almost limitless shelf life.<\/li>\n<\/ul>\n<h3>5. How-to stories move readers to act.<\/h3>\n<p>The best communicators want to move their readers to action, not just to inform them. In one study, the addition of a simple element \u2014 a map \u2014 increased action by 28%.<\/p>\n<p>In the study, social psychologist Howard Levanthal wanted to persuade a group of Yale seniors to get a tetanus shot. He gave each senior a booklet that:<\/p>\n<ul>\n<li><strong>Detailed the dangers<\/strong> of tetanus<\/li>\n<li><strong>Explained the importance<\/strong> of inoculations<\/li>\n<li><strong>Reported that students could get free shots<\/strong> at the campus health center<\/li>\n<\/ul>\n<p>After reading the booklets, the students understood the dangers of tetanus and the importance of the shots and said they were likely to get inoculated.<\/p>\n<p>But only 3% actually got the shot.<\/p>\n<p>In a later study, Levanthal added:<\/p>\n<ul>\n<li><strong>A map of the campus<\/strong> with the health building circled<\/li>\n<li><strong>A list of times<\/strong> the shots were available<\/li>\n<\/ul>\n<p>The result: 28% of seniors actually got the shot.<\/p>\n<p>\u201cGo and do\u201d information \u2014 like maps, hours of operation and contact information \u2014 increase readership. Levanthal\u2019s study suggests that they can also increase action.<\/p>\n<p>Why?<\/p>\n<p>\u201cThe students needed to know how to fit the tetanus stuff into their lives,\u201d writes Malcolm Gladwell in <a href=\"http:\/\/www.amazon.com\/exec\/obidos\/ASIN\/0316346624\/wwwwyliecomco-20\/002-0054577-9872826?creative=0&amp;camp=0&amp;adid=1KJGWA56CG02FKGHHY7J&amp;link_code=as1\" target=\"_blank\" rel=\"noopener\"><em>The Tipping Point<\/em><\/a>.<\/p>\n<p>\u201cThe addition of the map and the times when the shots were available shifted the booklet from an abstract lesson in medical risk \u2014 a lesson no different from the countless other academic lessons they had received over their academic career \u2014 to a practical and personal piece of medical advice. And once the advice became practical and personal, it became memorable.\u201d<\/p>\n<h3>How-to stories work.<\/h3>\n<p>How do you write messages that grab attention, get read, shared and acted upon? One of the best ways to write a good story is to focus on writing tips and tricks and techniques. So when looking for your next story idea, look for how-to stories.<\/p>\n<p style=\"text-align:center; font-weight: bold;\">Why not write a how-to story today?<\/p>\n<div id='MC-GC-CTC' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-50\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/content-writing-training.png\" alt=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" width=\"auto\" height=\"auto\" border=\"1\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #000000; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/content-writing-training.png\" alt=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" width=\"auto\" height=\"auto\" border=\"1\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #000000; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How long should your content be?<\/h3>\r\n<p>How long should your blog post be? Your mobile headline? Online paragraphs?  Sentences and words?<\/p>\r\n\r\n<p>Learn to write readable content-marketing pieces that don't overwhelm readers \u2014 even on their smartphones \u2014 at <a title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" target=\"\" rel=\"noopener\"><strong>Get Clicked, Liked &amp; Shared<\/strong><\/a>, our content-writing workshop.<\/p>\r\n\t\r\n<p>You\u2019ll learn the most effective length for content-marketing pieces, online paragraphs, sentences and words. Then you\u2019ll analyze your message with a free online writing tool and get tips and tools for meeting those targets.<\/p>\r\n\t\r\n<p>Plus: Entice visitors to read more of your story by hitting one key on your keyboard more often. And learn to avoid using one \u201cunretweetable\u201d punctuation mark.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center 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upon<\/p>\n","protected":false},"author":6,"featured_media":28841,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[161],"tags":[517,249],"class_list":{"0":"post-28840","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-types-of-artilces","8":"tag-stories","9":"tag-tipsheets","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why write how-to stories?<\/title>\n<meta name=\"description\" content=\"Top tips: How-to stories \u2014 aka tipsheets and service 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