How to Write a Tutorial to Attract Customers

Tutorials are a staple of content marketing and an effective way to generate leads. In general, a tutorial is an example-based teaching method. Displays the separate steps to complete a task.

In marketing, tutorials are a form of “help” content – especially within the Hero-Hub-Help framework. They can create a sense of reciprocity, where the person using the tutorial feels obligated to your brand because of the helpful information you’ve shared. In addition, tutorials are useful for search engine optimization.

Tutorial properties

Tutorials should be concise, understandable and repeatable. Your audience should be able to follow the steps to achieve a predictable outcome, such as completing a task.

Sometimes this is specific and didactic. For example: how to make lasagna. Or it could be more general, like this article: Tutorial on Creating Tutorials.

Tutorial structure

Acknowledging the range of possible educational lesson outlines, we can identify three essential parts typical of any decent educational programme, including:

  • description of the task or problem,
  • explanation overview,
  • An explanation of how the job will be completed.

Consider a short example: How to generate a “Tweet This” link to share an article on Twitter.

File screenshot "Tweet this" Link.

The “Tweet This” link makes it easy for the reader to share the content on Twitter.

a description. We’ll start by describing the task: how to make it easier to share content on Twitter.

Create a “Tweet This” link to allow readers to share your content on Twitter and expand the reach of your content.

Summary. Next, give an overview of the explanation.

A “Tweet This” link is an encoded URL that includes the content to be shared, its associated web address, and a Twitter ID. The link consists of four parts that you can type easily.

proof. Finally, show the process.

1. The link “Tweet This” begins with the Twitter URL.

This link points to Twitter and tells the social media platform something it’s about to share. The “?” Indicates that the parameters follow – the source URL, the content, and the Twitter parameter of the source.

2. Add the web address of the source, preceded by the “URL” operator and an equal sign (=).


3. Include the ciphertext. Here “encrypted” means special characters, such as spaces, that replace a series of standard symbols to make it easier for servers to parse the content. For example, space replaces %20.

To help encode the text, you can use an online tool like Eric Meyer’s free URL encoder or encode the copy manually using an encoding reference such as W3 School’s ASCII.

In a “Tweet This” link, the content to be shared is presented with an ampersand (&) to add it to the URL string, the “text” parameter, and an equal sign (=).


4. Give credit to the source’s Twitter account, which may help increase your Twitter followers. Similar to the “text” parameter shown in the last step, this part of the link is started with an ampersand (&) to connect this new section; parameter name, “via” in this case; and an equal sign (=) followed by the value of the parameter.


The result Link The Tweet Editor will open on Twitter.

Screenshot of a sample tweet.

In a tutorial, show examples of steps and conclude the task completed.

Didactic example

The “Tweet This” tutorial above is the process of creating your own tutorial. Now let’s take a look at a favorite instructive article, How to ‘Manufacture’ Product Descriptions for Ecommerce, and define those sections.

This example tutorial includes the three primary sections: description, overview, and explanation.

Describe the task. First, let’s think about how to describe the article to write e-commerce product descriptions.

Writing product descriptions can be one of the most important challenges for an e-commerce business. Some entrepreneurs or managers may not feel comfortable writing. What do you say about a pair of shoes, a fishing reel, or something like a hammer or nail? …

To make matters worse, bad product descriptions can hurt your e-commerce business. Damage can happen in two ways.

First, bad and bland product descriptions may not inspire the shopper to buy or give him enough information to make a good buying decision.

Secondly, if you copy the manufacturer’s product description, your page or even your site may not perform well in search engines. At the time of writing, Google only penalizes sites for duplicate content if it believes the copy was used to be misleading. However, when encountering duplicate product content across many e-commerce sites, Google may choose only one site to display in its search results.

This article explains the important tutorial at stake. It should be clear to the reader that product descriptions are essential.

Explanation overview. Next, the article explains how to solve the task of writing a product description.

Because of the issue of what to write (a form of writer’s block) and the risk of publishing poor product descriptions (fewer conversions or duplicate content), some online stores may want to take a mechanical approach to building (writing) product descriptions.

The idea is simple. Instead of sitting at your keyboard staring at a picture of your product or trying to rewrite the manufacturer’s description, follow the process.

Explain how to complete the task. The Product Description Tutorial article describes a seven-step process—two of which are optional—for crafting consistently good ecommerce product descriptions.

For each step of the process, the article provides an example product description, specifically for a soup spoon.

After the first step, “Focus on one thing,” the spoon description is one line.

This soup spoon has a large bowl.

By the end of the third step, “Clarify and Define,” the description of the spoon begins to take shape.

This soup spoon has a large bowl. In fact, this soup spoon can hold about three times as much soup as a regular table spoon. So you get more soup with every bite.

The description of the finished product has grown significantly before the eyes of the reader.

Hungry for some delicious chicken soup or creamy clam chowder? This soup spoon has a large bowl to transfer the biscuits and gravy to your mouth. In fact, this soup spoon can hold about three times as much soup as good as your standard table spoon. You can take 3x bigger bites or buy this soup spoon and chop it up big.

Beyond customer assistance

Tutorials like this one are a major type of content, whether the purpose is journalism or marketing. When your business creates tutorials, you’re not just helping customers. You provide a marketing tool that attracts and introduces potential customers to your business.