5. Reader end state

A reader of your article will be expecting your article to fulfil them in some way. You can manage their expectations and how they feel about it.

Typically, you would want your readers to feel good at the end because you fulfilled their expectations, and preferably exceeded them. As long as you keep focussed on their needs, you will likely exceed their expectations, but only because their previous experiences will have have included many klunky and mis-focussed sites.

While you may be writing non-fiction, you are still telling a story, helping your readers to build up a set of expectations of what they will get to at the end. You will have to guide the reader through a sequence of emotional states as they progress through your article. With careful crafting, those states will not include negative ones.

Some are always there at the start, while others arise through how you have put it all together. Keep focussed on what you want the reader to end with, and you will be more likely to help them reach your desired end state.

When writing, it may help to see yourself talking to one person, trying to inspire them with your explanations. Imagine their state of mind, and their body language/posture, just so you are aware of how you need to write to get them around to your way of thinking. Make it personal.