If you’re not getting readers to your blog, it may not be your social media promotion, it may be because your blog sucks.
(Okay, it doesn’t really suck. I was just saying that to get your attention. You’ll see why in a minute.)
I recently spoke to the Hoosier PRSA chapter of the Public Relations Society of America about the secrets of blogging, and realized I had never actually written about the subject of the presentation.
Blogs are a lot like newspapers. In fact, a good blog is written more like a newspaper than a magazine. And since bloggers are becoming citizen journalists, I think it’s important that bloggers learn to write like newspaper writers. Here are a few ways you can improve your blog writing and have it read more like a newspaper article.
Write in Newspaper Style.
This means the most important information goes first, second most important goes next, and so on. It’s the inverted pyramid style. After a certain point, usually around the halfway mark, you start seeing more of the inside information, background story, etc., and the story gets boring.
Newspapers are written this way, because readers usually abandon a story when it gets boring. They also abandon it because it’s too long.
So with a blog post, you need to end the post before you get to the boring part. When you start writing background information, or repeating old information, stop. Don’t write a post that’s long enough for people to get bored. Instead, put a “To learn more about this issue, check out these previous posts” section with links to older stories.
Short words. Short sentences. Short paragraphs.
Despite what my 7th grade English teacher said, it’s perfectly all right to have a one word paragraph.
Nyah.
By breaking things up, and making them easier to read, we’re more likely to continue on. We glance ahead and see all the short paragraphs and think, “that’s not so hard. I can go a little longer.” Pretty soon, “a little longer” turns into “the entire story.”
Negative Space = Readability
One of the reasons newspapers are tough to read is the lack of negative space (that’s fancy graphic designer talk for “spaces between paragraphs”). All the paragraphs are crammed together, which can make for some tiring reading.
Our eyes and our brains need a break from all the text running together, so we look for that break by switching to other stories, abandoning the one we were just reading. But if you can provide some extra relief in the story, that will help propel readers forward.
Create a Powerful Lede
I got your attention when I said your blog sucked, didn’t I? Not every blog post has to have a Pulitzer-quality opening, but it doesn’t hurt to have something that’s attention getting and informative.
Remember, a newspaper article’s job is to get you to read the first sentence. The first sentence’s job is to get you to read the second sentence, and so on. So your lede better be a doozy.
(By the way, the opening sentence of a newspaper is spelled “lede,” not “lead.” Lead is the soft metal used to create the individual letters used to lay out the newspaper. Since “ledd” and “leed” are spelled the same, journos started calling the opening sentence the “lede” to avoid confusion, forcing future generations to explain that we’re not idiots, and we do know how to correctly spell that word.)
Write For a Clever 12-Year-Old
It’s a newspaper’s dirty little secret that they write for a 6th grade education and attention span. (Don’t feel too insulted; TV news is produced at a 4th grade level.) That’s why the important stuff is at the front of the story. Bloggers need to do that too.
It’s not that your readers are stupid, or can’t understand big words. It’s that we just don’t want to devote the mental resources and energy to decoding really long and complicated words. Even academic journals written by and for Ph.Ds in an academic field are considered “better” if they’re written at a high school level instead of a post-graduate level.
So skip the polysyllabic words and use short ones instead.
It’s also important that you explain new terms. Assume that your story is going to be read by someone who is experiencing this issue for the very first time. Don’t assume knowledge on their part, don’t assume they know as much about the story as you do. So be sure to explain it like you’re telling that 12-year-old for the first time. Don’t use jargon, acronyms, and abbreviations unless you explain them.
For example, newspaper style requires you spell out what a term means, followed by the acronym/abbreviation in parentheses. That tells the reader you’re going to use it from then on in the story.
The Federal Motor Carrier Safety Administration (FMCSA) today announced a new measure banning texting by truck drivers.
Afterward, I can use FMCSA in the story wherever I want. However, when I do a new story, I have to assume a new set of readers, so I have to spell it out again.
Writing a blog can be easy, especially if you’re doing it informally, and for just a few people. But writing it newspaper style takes a little more effort, but the payoff can be worth it. You’ll get more readers, your readers will stick around longer, and you’ll earn a reputation of being a stellar writer.
Just remember to tell them where you learned it.
Photo credit (inverted pyramid at the Louvre): KeepTheByte, Flickr
Photo credit (lead type): JM3, Flickr
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