Engaging an audience has always been tricky, but these days your audience has the attention span of a goldfish with ADHD.

And you’re trying to get them to read a blog about you, your business or your industry? Shame on you. You’re worse than Hitler.*

Here’s the thing (and thank you for continuing to read after I compared you to Hitler) people don’t want to know what you’ve been up to, they want to hear what they can do to improve themselves or their business. They want informational, topical and relevant articles about problems that they are experiencing.

Nothing else. No editorial pieces on the improvements you’ve made in your business, or video walk-throughs of your office – do these things, but they are ego pieces designed to make you feel good.

We get at least a few enquiries a month from people who are, “really good writers,” but aren’t getting enough traction on their blogs. They usually ask for distribution advice, or how they can get their content in front of the right people. Almost every time, a quick browse of their website will show technical explanations of their products, improvements in their businesses, recent hires and the ability to subscribe to a newsletter that will give readers, “the latest information on our industry.”

Put it this way, once you purchase your insurance policy do you want to learn more about it as time goes on? Of course not, the purchase is made and your attention moves on to something else. Your insurance company, however, is given the opportunity to keep your attention through producing something that is relevant to the next stage in your life. Perhaps they just sold your car insurance, and assume that you may be interested in car care tips, discounts for valet parking at the airport, or free samples of leather conditioner (I don’t know what that is but I Googled, “car care,” and that’s what came up.)

So, stop boring your audience to tears and think about what they may be interested in, not what you expect them to read. Focus your copywriting efforts on content that excites and engages them – not in relation to your business, but specific to those individuals


*Don’t come here looking for an apology, Adolf