Last year while researching a book on memorable speeches and essays, I stumbled across an ageless writing technique that continues to captivate readers.
Advice articles first appeared several hundred years ago. Some were submitted to papers and magazines anonymously. The question-and-answer format probably appeared a little bit later.
While opinion articles have been around for years, few develop the loyalty and following of advice columns.
Test this for yourself by gathering newspapers and magazines from the last several decades. My guess is: you’ll find the old question/answer columns still ageless and vibrant.
Advice features generate return readers. Why? Maybe it’s because people love to share problems and possible solutions.
Want to start your own “advice” column for a magazine or newsletter? Here are three simple steps to get started:
- Survey your readership for the two or three industry issues perpetually discussed.
- Find out all you can about those issues, and experts in those areas with whom you can consult.
- Prompt questions from readers about those issues, and answer them regularly in a column.
Current popular syndicated features, for instance, offer advice on personal relationships, do-it-yourself projects, and travel.
In a professional or trade magazine or newsletter, your question/answer feature might cover the history of your profession, provide an open forum where readers share information, or follow a how-to format. That’s your decision.
One lesson I've learned: If I don't know the answer, I generally admit that right away, and consult an expert in the area with more expertise than I. Also, I state that the opinions I express are subjective, and invite others to share their opinions, too.
Bottom line: If you want to connect better with your readers, you must also give them the opportunity to reach you.
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