The title is indeed the most important part of a blog entry. But after you’ve gotten someone to start reading, you have to hold the reader’s interest. And the way to do that is not all about subject matter. So many blog entries have great subject matter, and still they’re… well… boring. Even interesting content is boring if it’s presented in the wrong way. On the other hand, many blogs address everyday subject matter in a way that engages the reader.

How do you bring this to your own blog?

Don’t just present the solution. Rather, start with the problem. Don’t just tell us what happened. Rather, tell us how important it was and how likely it was to turn out badly. Before you tell us what you want us to know, make us want to know it. No one cares about the deep wisdom you have to offer until we feel the pain and passion that goes along with it.

Ironically, this should be easier when you’re just writing about what happened today, as you’re just trying to tell a story, though a true story. But you can do the same thing with other forms of non-fiction. Ad copywriters learned this long ago. If you want someone to read about your new product, first you must whet his appetite and make him want to know more. You have to do this within the first few sentences of ad copy. Journalists also do this with their news stories.

The same applies to blog entries. In today’s 100+ blog-roll world, you have maybe a paragraph after the title to challenge the reader and make him want to read on, or else he’ll go on to the next entry in his feed reader. So put the problem up front. Make him wonder what’s coming next, and he’ll read on to find out.

-TimK

1. They establish momentum. People love listening to stories. This is particularly why anecdotes work to open a speech or podcast. Get people listening early, and it’ll be easier to keep them listening.

2. They can raise issues. An anecdote can show the difference between what is and what ought to be. This provides tension, conflict. It keeps people listening to you.

3. Relevent anecdotes support your point. One moving story is worth more than all the hard facts science can muster. You have to know the facts, or else people will feel like you’re playing a shell game. But to get them on your side, tell them a story.

4. Stories evoke emotions. Use an appropriate anecdote to evoke the feelings you’d like to see in your audience. Tell a funny story to get them laughing. Tell a somber one to make them cry. Tell a sad story to make them mad.

In short, include stories in your non-fiction to push it along and show your audience your point, rather than just telling them. “Show; don’t tell,” the storyteller’s mantra.

-TimK