Studio Blog

Hi all -

There has been a lot of confusion about how to structure How to articles that have multiple solutions, particularly computer and technical How to titles. In an effort to clear this up, we have expanded upon our policy of not including brands and products by adding the following bullet point under Section III, “Demand Studios’ Voice,” of both the Demand Studios Editorial Guidelines and the DS Copy Editor Guidelines.

•    Avoid including brands or products in your article unless the title specifically calls for it. Articles with generic titles, such as technical, computer-based How tos like “How to Build a Website,” should not include instructions on how to complete the task using one specific product. Instead, it should include multiple options with a corresponding explanation in each step.
 
Note that this policy is not new—our guidelines have always prohibited writers from endorsing specific products or brands unless the title specifically called for it. However, lately we have noticed some violations of the policy, especially with computer-related How to titles. For example, take the title “How to Build a Website.” This article could be completed using any number of different programs designed to help a person build a personal website. Some writers are picking one program and instructing the reader to complete the task using that specific product or brand. Aside from endorsing a single type of software or website, the articles that describe one type of software often end up with a lot of obvious walkthrough instructions. Remember, the title is “How to Build a Website,” not “How to Use Software X.”

Alternatively, writers should use one of three options to complete these types of titles:

1.    Our first preference is to tell our readers how to perform the task with tools they already have, rather than downloading or purchasing a third-party tool (even if it is more powerful and makes the task easier). So, whenever possible, use the steps to detail how to accomplish the task with tools “native” to Windows (or Linux or Mac or the operating system in question). For the title “How to Remove Software That Won't Uninstall,” the article might tell the reader to click “Run” in a Start Menu and type “regedit” into the “Open” field. Then the steps would walk us through the process.
2.    The second option is to use each step to offer a different site or software program as a solution. Don’t include navigation instructions as the “solution.” Instead, each step should summarize how the site or software works. So, for example, each step for “Learning English Online” should suggest a different option for fulfilling the task and may summarize how it works—as opposed to including instructions about how to use one website that teaches English.
3.    The final option is to create a separate section for each site or software tool and review the important steps for using that program. You must detail three options in three separate sections.

A single site or software product is acceptable only if no other options exist.

We have included this post in the Training Camp section of both the Writer and Copy Editor Resource Center for you to reference when needed. If writers have questions on how to execute a specific title, please post your question in the Title Clarification forum. If copy editors have questions on how to edit a specific article, please contact your CE lead.

Thanks