Note from Glen: You know a post is truly valuable when it remains useful long after publication. Gary’s post is a perfect example — I refer writers to it all the time. While a great headline will attract readers to your post, you’ll need great subheads to keep them there. Enjoy!
You know you’re in a war, right?
Ok, so no actual guns or tanks are involved, but you are indeed in a bloody battle for the eyes and minds of your readers.
The blogosphere is a huge, congested, noisy space where everyone is jockeying for position and fighting to get noticed.
So to overcome this fact, you’ve done what you’ve been taught to do:
You’ve come up with great ideas that readers will find useful
You’ve created killer headlines that jump off the screen and demand attention
You’ve spent hours writing and rewriting stellar content that delivers and reads beautifully
And yet readers still come to visit your blog and… (click) bounce just as quickly as they came.
Why It Doesn’t Matter How Great Your Content Is
Look, I know you work hard on your writing – and if you study and apply all the great writing advice that’s available out there, it’s a safe bet that you’re writing some powerful stuff. Granted.
And when you know you’re creating legitimately excellent work, you can easily fall into the rainbows-and-unicorns blogging fantasy. You know the one. It goes like this:
Your readers see a killer headline you wrote on their social media streams and click through to the article.
When they click through, they read every carefully crafted word from start to finish – devouring the intellectual feast you’ve laid out for them.
Having fallen head over heels in love with your work, they subscribe, read everything you’ve ever written, and become evangelists for your brand – spreading the word of your excellence far and wide.
Oh, what a wonderful world it would be, right?
But the harsh reality of the situation is this:
They often don’t even finish reading the article that brought them to your blog in the first place. More
The Internet marketers. The social media experts. The serial product launchers.
(Even some popular bloggers are guilty of it.)
“Blogging is easy,” they say glibly. “And it’ll bring you all the attention, money and recognition you desire.”
“All you have to do is write epic content.”
Meanwhile, you’re sitting there at your keyboard pounding your fists in frustration, because you have all these fantastic ideas that you want to share, but you’re afraid that you can’t do them justice.
Epic? You’re afraid your writing isn’t even enjoyable.
You worry that you’re not a good enough writer. That your ideas are simply going to vanish into the electronic ether because you can’t attract enough readers with your words.
Sometimes you even wonder if you should just give up on your blogging dreams altogether.
But you shouldn’t. And here’s why.
You can become a great blogger and writer by mastering just one fundamental skill.
Have you ever wondered if people even care about your writing?
You pour out your heart and soul, but sometimes that feels like shouting your words down a bottomless abyss.
You know you have a world of knowledge to pass on – but you have no idea how to wrap it into an exciting package your readers will love.
Could it be that … your writing just isn’t engaging enough?
After all, if even famous writers like Hemingway or Steinbeck took many, many years to excel in their craft, how are you supposed to instantly produce a moving masterpiece out of thin air?
You just feel overwhelmed.
And when the time comes to crank out another post, that huge blank space with the relentlessly blinking cursor … frankly, it’s terrifying. Because you fear the response to your efforts will be radio silence … once again.
Luckily, you have a fool-proof technique at your disposal that is guaranteed to make your readers long for every word you write.