The client was the senior physician at a busy medical practice. He wanted to blog “because so many other doctors do it,” and it might even “be fun.”
His first post was about diabetes. But it read like an article from a medical journal, full of jargon, footnotes, and ten-dollar Latin words. He was coming at it from his perspective, not that of his readers.
By answering one, simple question, I was able to chop, simplify and energize his prose.
“What’s in it for me?”
All writing is sales writing. We want to persuade the reader to keep reading.
And that means getting personal.
Think first about why readers would be interested in your blog post (or murder mystery, or letter, or whatever). Make sure they know what’s in it for them, and they will be persuaded to stay with you to the end.