Writing the How-To Article

Writing the How-To Article

Take a walk past the newsstand. Check out the teasers on the covers of most magazines and you will see that the “How-To” article is a common staple of the industry, taking advantage of our social and cultural obsession with self-improvement. As Sumner and Miller point out:

We live in an ‘ER’ world. Everyone is trying to be thinner, richer, smarter, happier, healthier and safer…This insatiable hunger for improvement has resulted in best-selling books with upbeat titles…and hundreds of how-to articles magazines and newspapers across the country.

“How-To” articles also are referred to as “service” articles because they help readers solve problems and achieve desired outcomes (Sumner and Miller).

As Sumner and Miller explain:

‘How-To’ article fall into the general category of ‘service articles’ because they promise to be of benefit or service to readers. Some service articles impact information in standard paragraph form, oter take a more instructional approach and walk readers through detailed steps arranged in a 1-2-3 or bulleted format.

As most of you may or may not know, I like to run and compete in triathlons—I love the whole swim, bike, run thing. So I naturally turned to one of the magazines I get to find an example of a “how-to” article.

Reading and Reflection

Take a moment and read, “Your 1^st Sprint Triathlon Plan.” This is pretty typical of what you might find in most popular magazines. Let’s take a look at how it breaks down.

Sumner and Miller note that most “how-to” articles follow a basic formula that consists of four parts: an introduction, a segue, basic steps to follow, and a conclusion.

The Introduction

Let’s start with the lead paragraph. Although you might think that everyone who reads Triathlete magazine already compete in triathlons, this article recognizes that some readers may be looking in for the first time. Good “how-to” articles are very timely and topical. The writers hit topics that readers really want to know about. In this case, the writer realizes that endurance sports have become extremely popular and many newbies are turning to specialized magazines to figure out how to get started.

The article’s lead takes a basic, you-can-do-it approach:

Contrary to popular belief, you don’t have to be in superhuman shape to finish your first triathlon. The sport embraces all ages, body types and experience levels. If you’ve been considering trying on the multi-sport lifestyle for size, there’s no better time than the present. This program will provide you with the tools to get you across the finish line of your first sprint triathlon.

Next, we get a basic overview of what a sprint triathlon and what it is. And the third graph gives us the set up and overview of what is to follow:

This 12-week training program consists of three four-week blocks. Each block has a different focus, with the overall goal of getting you to the start line prepared to race at your best. Each block also has a recover week, which allows your body to regenerate and adapt to training.

Let’s note a couple of other important ideas. The author is writing in second person (e.g., “you” or “your”). In J-school we normally teach you to you to write in the more objective sounding third person (e.g., he, she, they). Most “how-to” pieces can be thought of as a pep talk or conversation between reader and writer, making the use of second person appropriate.

Here are some suggestions for different types of leads you might want to consider when writing a “how-to” piece (according to Sumner and Miller):

o   Ask a question (Do you think you have what it takes to complete a sprint triathlon?)

o   Create a scene (grab the reader’s attention by describing a scenario or scene—in this case you might want to describe a group of newbies lining up at water’s edge for their first race)

o   Use an anecdote (find a first timer and tell his or her story)

The Segue

The purpose of the segue is to transition from the hook or lead to the basic steps or process that will be explained. The seque can be long or short. Either, way it provides any additional background and sets the stage.

Let’s continue to look at the sample article on sprint triathlons.

The author has broken this section into a series of subsections. These subsections profile new triathletes and what they should be able to do, provide an overview of the training schedule, and discuss training expectations.

Note the use of the two graphic features or sidebars that provide important supportive information (breathing zones and required equipment). These types of graphics are commonly used with “how-to” pieces because they simply the reporting of detailed information or ideas that are somewhat complicated to explain.

The Basic Steps/Tips

You can see that in this example the basic steps are reported as graphics (and accompanying side-bar graphics) using the week-by-week schedule. Other types of “how-to” articles do this with bulleted information or a 1-2-3, step-by-step format.

This would probably be a good point to raise a couple of other issues. First, “how-to” articles are all about credibility. This type of article is offering what the reader hopes is expert advice.

Garrison suggests that authors write from two basic perspectives: the writer-as-expert, or someone-else–as-expert. For the former, you have to be a legitimate expert on the topic whose background and credentials back up your knowledge. Most of the time, you will take the latter approach. The first step in the process, then, is to find the appropriate experts to quote and site. In the case of the example that I have had you read, I would look for former triathlon champions or certified trainers. These would be the experts I would quote and paraphrase.

Second, it is important that “how-to” articles provide specific tangible, do-able steps that will lead to an observable or measurable result.

The Conclusion or Wrap Up

You will note that the example I’ve given you does not have a specific conclusion. Some “how-to” articles do not. I would suggest, however, that ends with some type of wrap up. In the case of the article we have read, I would have wrapped it up by restating the promise made in the lead and offering final words of encouragement, particularly for those first-timers who might occasionally fall of the plan.

So Where Do I Get Ideas?

You and your experiences/fears/concerns/desires might be your own best sources. Note the crossroad events going on in your life: graduation, serious relationships, buying a home, renting an apartment, dealing with serious illness, repairing cars, getting back in shape, getting your first job, etc.

Pay attention to what is trending. Good “how-to” pieces address what is on the minds and in the hearts of magazine readers.

Although we will talk about seasonal pieces later, some “how-to” articles also are seasonal—how to plan a Thanksgiving meal, making creative Easter baskets, etc.