Research shows that only 5 to 15% of ecourses are ever completed.  How To books, long form content, even (and especially) videos, all suffer a similar fate.  Early abandonment – way too early.

The result is a dissatisfied customer, a confused and likely demotivated learner, a lost opportunity to help someone achieve more.

But why?

Usually it’s a failure to deliver. In the title or the description, a promise is made.  Quote: “This information will teach you How To…”

The learner/reader starts thinking this is exactly what they want.  But it turns out, that’s not what they get.  So they stop and look somewhere else.

The problem is often caused by the author’s lack of focus.  Basic communication skills are

Most how to tries to do too much.  And the how to is more complicated than the thing being taught.  Sometimes it’s because they author doesn’t know how to do what they’re writing about.