Start a Blog that Matters (New Version 2!)
- Start a Blog that Matters: Welcome!
- Choose Your Blog Topic
- Your Compelling Reason Why
- The Goal of Your Blog
- The Basic Building Blocks
- Your About Page
- The Reader Journey Map
- Research What’s Popular
- Initial Content Strategy
- Shaping Headlines
- Developing Your Articles
- Write Your First 3 Posts
- Earn True Fans
- Promoting Your Blog
- Set up Your Blog
- Launch Your Blog
- Post Launch Growth Strategy
- Keyword Research Bonus Training 2020
Your Compelling Reason Why
This content is for Fizzle members only.
What does it take to grow an audience for your blog? How do you attract thousands, or tens of thousands or even hundreds of thousands of readers to your site?
It all starts with having a compelling answer to one simple but very important question. It’s a question that very few bloggers ever even think about. Here it is:
Why should someone read your blog?
Before you raise your hand with an answer, let me reframe this in a way that might help you understand the real meaning behind this question.
Why should someone read your blog… instead of the likely hundreds or thousands of other good blogs that already exist on similar topics?
You see, It’s incredibly easy to start a blog these days. That’s why there are hundreds of millions of blogs in existence. It’s easy to start a blog, but it’s hard to start a good blog. And it’s even harder to start a great blog, or a blog that truly matters.
And one of the core elements of a blog that matters is this: In order to attract an audience, you need to create a compelling reason for people to read your site. It isn’t enough just to publish, you have to publish with purpose.
It isn’t enough just to publish, you have to publish with purpose.
Back when I ran a blog called Think Traffic, we worked hard to help people grow thriving audiences for their websites. The thing that frustrated me most was the tendency people had to put tactics before foundation. Maybe you’ve heard the phrase “putting lipstick on a pig” before? That phrase painfully describes how most people try (and fail) to build an audience on the web.
People tend to focus on tactics before foundation. Tactics to get more traffic, get more clicks, get more subscribers… these are just lipstick. The foundation of a great blog is finding the compelling reason why a visitor should read and subscribe.
Here’s the thing: all the promotional tactics in the world won’t make your site popular if your content sucks. You have to write things that make people think. Inspire people. Change lives. Create value. Blow people away with your usefulness.
This might seem like we’re setting the bar high, and we are because you’re not guaranteed success; it will take insight and work to make your blog succeed. But there are two things that work in your favor here, two advantages you have:
First, even though there are an incredible number of blogs in existence, there aren’t really that many great blogs on each topic. Most people aren’t willing to put in the effort to create the kind of content it takes to grow a thriving audience.
And second, you don’t have to expect to start your blog and immediately be writing at a level of epic, viral content. Most great sites start modestly and only become great over time as the author learns and grows and adapts. This should be your goal.
So we’re not going to focus on tactics and try to get away with putting lipstick on a pig. We’re going to set a solid foundation to publish with purpose. And you’ve got these two advantages on your side, which should take away some of that pressure. Because you get to start just where you are and grow over time. You can out work, you can out-insight, you can care more than the other sleepy bloggers out there.
But in order to do so you have to deeply understand the compelling reason WHY a visitor should read and subscribe to your blog.
So your action in this lesson is to do just that, to find and write down the compelling reason why a visitor should read and subscribe to your blog.
Action for This Lesson
To answer the question “why should someone read my blog,” you need to consider several other important questions, including:
- What problem, need or desire will your blog address?
- What transformation do you want to affect in your readers?
- How are you uniquely qualified to lead your readers on this journey?
- How is your blog objectively going to be different and better than the other great blogs that cover your topics?
Keep in mind, your potential readers have a lot going on. They already have plenty of blogs, podcasts, magazines, books, videos and more that they’re familiar with on your topic. That’s right, you’re not just competing against other blogs, you’re competing with all good sources of information on your topic.
Your readers won’t be considering your blog alone, they’ll be considering whether it’s worth reading in comparison to all the other great stuff they already know about.
To develop your compelling reason why someone should read your blog, you also need to have a strong understanding of exactly what you’re competing against. You need to do some research so you can answer the following:
- What are the best blogs, podcasts, videos, books, magazines, etc. that cover your topics?
- Who are the most dynamic, trusted and popular voices in your space?
Do the research and write down your answers to all of the questions I’ve shared so far.
Once you have answers to the questions above, it’s time to take a crack at answering the BIG question. Before you move on to the next lesson, write down your best answer:
Why should someone read your blog?
Keep in mind what I said before, that you don’t have to expect to start your blog and immediately be writing at a level of epic, viral content. Most great sites start modestly and only become great over time as the author learns and grows and adapts.
The same is true of your answer to this question. You now have a starting point, a stake in the ground. Over time your answer to this question should become more and more compelling, until your blog becomes one of the best on your topic.
OK, when you’re done with this lesson’s exercise, I’ll see you in the next lesson where we’ll talk about the second question most bloggers don’t ask until it’s too late.