Successful Blog

Seven Ways to Offer an Irresistibly Readable Blog to the Undecided Readers of Your Blog

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Who Decides to Read Your Blog?

I went back to the archives to find, revise and expand, and bring this one back to you. The content is even more relevant now that the conversation has moved to so many locations and the noise is so much louder.

In just a brief one-twentieth of a second–less than half the time it takes to blink–people make aesthetic judgments that influence the rest of their experience with an Internet site.

–Kamakshi Tandon
REUTERS, Internet users judge Web sites in less than a blink
Jan. 17, 2006
Liz reading computer

We’ve got less than a blink to grab a reader’s attention. The reader clicks in. Looks. Decides and then . . . and then what? . . . Do they stay or do they leave? If they stay, did what they see lend our words more credibility or did it take some away?

Design, curb appeal, packaging — whatever you call it — it’s what brings customer-readers further into our businesses and our blogs. They recognize what works for them and what doesn’t. If it doesn’t, they’re gone so quickly that even our stats programs don’t know. Try the Blink Test if you want a baseline idea of what your readers are seeing before they blink.

What about reluctant readers, undecideds who decide to stay a little longer? What can we do to convince them to stay? Better yet, how can we turn them into fans?

Capturing the Attention of Reluctant Readers

Uber Reader Sign

In educational publishing, we use a euphemism, “reluctant readers.” It’s meant to describe kids who, rather than read, they turn away to find their inline skates or a shiny object online. To get those customer-readers engaged you don’t forget them, you off them something. As a product builder, they’re my favorite customers to write for and to write about.

Why am I talking about this when you write for literate adults? The interwebs offer so much that this information has become vitally important to every person who writes a blog. .

. . . You see, with no time and too much information to sort and process, we’re all reluctant readers and becoming so more and more. If you’re a skeptic, try reading the tax code –or any “have-to” document on your least favorite subject. You’ll wish that there were something more to see than long columns of endless text, something to break up the boring words.

If we want our customer-readers to stay long enough to hear what we’re saying, we need to offer an experience that’s irresistible. We’ve got to

  • offer information that’s useful and makes sense to them
  • appeal to their sense of fun, offers a beautiful experience, or moves them emotionally
  • deliver it in ways that fit into the time their life has available

Irresistible is all about the engaging the folks who come in all three ways above.

Reader Support as Part of Your Brand

Those kids we call reluctant readers leave their inline skates to read what they’re madly interested in — books on extreme sports and the latest gaming websites and blogs — if they’re made right. As educators, we keep them using the research that show us how to construct information so that they’re reading faster and with more satisfaction.

You can use that same educational research to engage your customer-readers. Brand your blog as a worthwhile source of quality content. It’s one more way, that you can make customer-reader support a resounding part of your offer.

  1. Tell the story of the information. Quality is essential, but know that quality information can’t carry the load. If people only want information sources are plenty. The story of the facts, your experience or response to them is only where you are. It’s the story that gives connects people to the information. Give your words and your blog life, appeal, and meaning and you’ll be most of the way there.
  2. Use sub-heads liberally. Sub-heads break the text into shorter bits. Subconsciously that not only tells me what this bit is about. It also says I only have to read this far and then I get to breathe again. Our brains like subheads. Search engines like them too. The keywords are guideposts that organize our thoughts.
  3. Use everyday words. Everyday words keep the reader moving forward. Big words make us stop to consider them. Think about it. The word use is a fine one, use it. Do you really mean utilize? Use keeps me going. Utilize makes me stop to wonder whether you mean something other than the what use would have said. Anything that stops a reader works against your message being heard.
  4. Use one or two pictures, images, art, and color to enhance your message. Place them with care where add value to the text. Put images where readers expect to find them. If you’re not sure ask a customer-reader to give you feedback on how you’re doing. Design seems easy, but it’s not.
  5. Take the time to write something short. The point here is to make every word count. Be lethal. Remove every word that you don’t need. It’s amazing how many extra words you can find when your quest is to go looking for them. A few sentences ago, I turned this into two posts instead of one.
  6. Use typographic cues, such as bold and italic, to show what’s important. Be consistent and try not to make everything important. If you use underlined text to show what is a link, don’t use an underline for anything else. If you make everything important, then nothing is.
  7. Show up to let folks know you want them there. Write with room for them to add their view. Consider the questions you ask them. When they take the time to respond, let them know that you heard. Take time to answer back with your thoughts and if you can, ask another question.

Each of these points are about helping reluctant readers access your message in the easiest most straightforward way. When you support me like that I feel like we’re both smart.

Ever read something that made you feel like the writer was saying something you always thought? . . . or something that just made you feel smart for reading it? Bet you went back to see what else that writer had to say . . . . These are just a few more ways to a fan.

What makes an irresistibly readable blog for you?

–ME “Liz” Strauss
Work with Liz!!

5 Ways to Mine Gold When It's Raining

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Last night we went out to dinner, the weather was unfriendly — cold, rainy, with a hard wind blowing us down the street. As we sat in our favorite pub enjoying the haven, we listened as each person commented on the weather as they arrived.

People competed for negative adjectives — awful, frightful, dismal and nasty were just a handful they chose. … And they frowned when they said them.

And each time those remarks were made, I thought I wanted to back off from the speaker. Who wants to be talking with someone who’s mad about the rain? Let’s just say we’re not golden when we’re unhappy with things we’re not about to change.

5 Ways to Mine Gold When It’s Raining Outside

This morning before I even look out the window, I could hear that the day wasn’t bringing any spring sunshine. No folks would be running along the beach. This is not picnic time. I started to form the thought, “another nasty day,” then I stopped myself thinking “nah, think like that and I won’t want to spend the day anywhere near me.”

I decided that today has every potential to be golden.

<a href="http://www.sxc.hu/browse.phtml?f=view&id=469365"> Photo by Pat4 </a>
Photo by Pat4 -- Click image.

I can find gold with everything I try.

  1. I can write with my own light about the people who inspire me.
  2. I can look for the golden opportunities to help other folks shine.
  3. I can mine my archives for ideas that will become stellar blog posts.
  4. I can gather sparks of insight and energy from my friends and the wisdom they write.
  5. I can take the example of the power of the rain outside my window and apply that power in my life.

Nothing wrong with not wanting to be cold, wet, and blown around. I’m choosing not to participate in a day that’s not human friendly. If I don’t have to, I probably won’t join it. But I’ve decided it’s not at all awful, frightful, dismal, or nasty. It’s a chance to see what I make shine inside.

How do you mine gold in your life?

–ME “Liz” Strauss
Work with Liz!!

Buy the ebook.

Register for SOBCon09 NOW!!

Go for the Gold Inside You!

The Only People for Me Are Mad …

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Jack Kerouac Said

nickwijnan photo
nickwijnan photo -- Click the image

“The only people for me are the mad ones, the ones who are mad to live, mad to talk, mad to be saved, desirous of everything at the same time, the ones who never yawn or say a commonplace thing, but burn, burn, burn, like fabulous yellow roman candles exploding like spiders across the stars and in the middle you see the blue centerlight pop and everybody goes “Awww!”

Awwww! and Wow!

What about you?

–ME “Liz” Strauss
Work with Liz!!

Register for SOBCon09 NOW!!

Invest, Learn, Grow

SOB Business Cafe 03-27-09

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SB Cafe

Welcome to the SOB Cafe

We offer the best in thinking — articles, books, podcasts, and videos about business online written by the Successful and Outstanding Bloggers of Successful Blog. Click on the titles to enjoy each selection.

The Specials this Week are

AdRants
He once had an awkward moment — just to see how it feels. He can also speak French. In Russian. …

Life Beyond Code
It goes without saying …

Chief Happiness Officer
Many companies will do the usual and promote their young employees and increase their pay. If you read this blog on a semi-regular basis you know this isn’t good enough. You have to have a whole plan to retain the young superstars.

chrisg
Social Media Marketing on your to-do list? If so, you will want to read this report!

davidbullock
Social Media has changed the way that the world communicates and gathers information and what is called “news”. What will news look like in the future? What will be the next generation of newspaper?

Related ala carte selections include

Livingston Buzz recommends

Oh and.. thank you, Social Media Explorer
Invest in your future.

Sit back. Enjoy your read. Nachos and drinks will be right over. Stay as long as you like. No tips required. Comments appreciated.

–ME “Liz” Strauss

Have a Strong — Even Silent — Signal to Rise Above the Noise

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This week was week of the same conversation. Clients — businesses and individuals — were stuck in the noise. They had lost or never found their signal. They didn’t know who they were trying to be. I kept hearing about folks being everything for everyone, doing everything that everyone could need.

When I’d say, “So what, who, does that make you?”

The answer came back in a passel of words — mushy and undefined — unfocused and noisy. The answer was really. “We’ll be whatever, whomever they want us to be.”

They were floating without direction, changing ideas with every shiny new thing. Wandering aimlessly. What they couldn’t see is that no one else has the information, inclination, or time to do the work for them. To the rest of us they are so much noise with out signal.

We all have too much noise. Road traffic, little hassles, things that break and don’t work as they should. What we look for in the people and businesses that attract us is a clear signal of who they are and what they do. That let’s us know that we can count on them to be what they say they will be.

All winter the tiny crocus only does one thing — gather nourishment so that every spring it can show us outstanding flowers. A crocus knows what it does and it does it beautifully — without saying a thing. That strong purpose — that signal — makes the noise around crocus fade into irrelevancy. People who love crocuses know them, seek them out, and bring them home to their gardens and their fields.

Have a strong signal and rise above the noise.

What’s the one thing that you want to be known for? What’s signal sets you above the noise?

–ME “Liz” Strauss
Work with Liz!!

Video Blogging – Try Something New

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Do you ever want to try something new with your blog? How about video blogging or vlogging? I’ve been thinking about it for a while. Every time I visit a blog where there are video posts my first reaction is always, “Wow that took courage.” There’s something very inviting, very personal that I like about it. It’s like a welcoming invitation to get to know someone a little better. Not unlike that message on Twitter that turns into a DM, then to an email exchange. And sometimes a phone call and, if you’re lucky, a face-to-face conversation.

The film person in me screams, “You need good lighting, you don’t have the right camera, etc. etc.” The vain part of me screams, “You don’t look on camera – you sound okay, but you look funny.” Truth be told, some people just do look better in front of the camera than others, but I when I settle into watching a good video post, it’s like good writing: I become engaged – I’m listening. Processing and thinking. So, having said that, here are a few hints that will help your video look better:

– First and foremost, be you. Don’t change the way you communicate just because there’s a camera on. For instance, if you need to laugh, use your hands when you talk, use a certain turn of phrase, do it. Be you.

– Think background – it matters. Point your camera at where you’ll be talking from, then stand behind the camera and have a look. It’s called setting the frame. Anything distracting there? It could be as simple as a picture on the wall, bulletin board with something flashy pinned on it, a mirror (always a definite no) or anything that causes your eye to drift from where you’ll be talking.

– Think lighting – it matters. If you’re using natural light streaming in from outside, uncover all those windows and let in as much as you can. Shoot a little test and see how it looks. You may have to change to get the best positioning for the optimum lighting advantage — lighting that makes you look good. If you need to add light, move some lamps, etc. around to get the best effect. Lighting from behind usually does not look the best. Light your face from the front, point a lamp at your face from beside the camera or on the floor in front of you. Move things around, experiment and play with it – have fun.

–Think sound – You really do need to have it quiet when you record. You can have a bad background and poor quality lighting and still have an ok post. If you have poor quality sound you have nothing. Viewers automatically disengage when they can’t hear. You can look like a rockstar but if they can’t hear you it doesn’t count for anything!

– Think timing – Most people watch videos that are between 3:00 and 4:00 long. After that, unless you’re giving an informational talk or doing an exercise video you lose people’s attention, sad, but it’s true. Think about a regular post you would write and how long it would take to read it. Maybe you’re doing a vlog as something special or just for fun. Stick to what you’re hoping to convey.

– Think articulation – If you’re nervous, you may have a tendency to rush your speech. Think about being clear and delivering your words effectively so others can make them out. This doesn’t mean drone on in a monotone. It just refers to being aware of how you are talking. Sometimes when speaking in public or on camera it’s helpful to think of reading a story to a child out loud . It helps to slow you down a bit.

Last but not least, have fun!

Have you tried a video blog? If you have, please leave a link — I’d love to check it out. I need inspiration too! If you haven’t, what’s stopping you?

from Kathryn Jennex aka @northernchick