“Why are you reading this?” This is perhaps the most important question a blogger can ask. This is not only for bloggers, but it also goes for Twitter, Facebook, LinkedIn, or other social media users. You do not have to ask your readers directly, but it is the question that should be considered whenever you sit down to write.
You have probably heard how important it is to know your customer. I still find a lot of people who do not know how to answer me when I ask specific questions about who their customers are … or who they think their customers are. Sometimes this question of “why are you reading this” will be as simple as “because the author is just so damn interesting”, but that is seldom the case. I like to think it is because I am good looking and people just like to come back and see my picture … but I doubt even that is the case. Well, probably for some?
What’s in it for them?
Let’s be realistic for a moment. I don’t like being realistic, but I will give it a whirl, just for you. People read what you have to say for a number of reasons. These reasons can include entertainment, industry facts, product facts, respect for your opinion, and a whole lot of other things. The one common factor is that there is something in it for them! Knowing your readers reason and knowing what is in it for them is imperative to your success. Digging deeper, you can look at a whole lot of data to key in on who they are and why they read what you have to say, but just looking at the surface can get you started.
It may seem tricky to find what they want at first, but there is something on the surface to tell you what they are after … there always is. Much can be discovered if you simply ask yourself why you write what you write. I will share my example and hopefully it can help jump start some thinking about how it may apply to you. Maybe you can draw some useful parallels.
In my case, I write about things I know well. My inspiration very often comes from something that happened. If somebody asks me a question and I had a good answer or additional thoughts on the topic, I blog about it. I mostly write about my industry … the Internet. I am a search engine optimization guy, social media guy, a programmer guy, a Web hosting guy, an ecommerce guy … pretty much your overall “Web Guy” (hence my blog aWebGuy.com). I have been in my job since the mid 1990’s, and I have a lot of experience … so I share it.
So why do people read it? People want to know about my industry. For some people it is totally alien, and others just want another opinion to draw ideas from. I try to break it down and make it easier to understand, and I try to help people make it more useful. I try to help people with good ideas about marketing. I give them something. There is something in it for them. There is a value proposition. I try to fill a need.
What’s in it for you (me)?
Since we asked the first question of what’s in it for them, naturally there should be a mutual value. There should be something in it for both parties. Otherwise, one of the parties is getting stiffed. The important part is that you make the “what’s in it for you” (me) the secondary focus. If you focus first on giving and second on receiving, you will receive a whole lot more!
I could never do all of the writing I do without some remuneration (getting paid). Well, maybe I could, but it would not be as good. I would probably let you down, and we don’t want that. In my case, I let people know that they can reach me for help, and if they really want to get serious in their marketing, that is what I am paid for. That is just a very small piece of my readership. Most will never become a client … ever. This fact actually helps me, because I am not trying to sell you a bunch of stuff. Plus, I am also the CEO of YourNew.com, Inc., so that is really my bread and butter … not my blog. That means I can focus better on what’s in it for you … err, “them”.
Your Core Readership
By knowing and trying to understand your core readership, you will be better equipped to serve them. It is this core readership that I would consider to be your “translators” and your “promoters”. If you are giving them value and making sure that there is something in it for them the translation and promotion can look like this:
Translation: When I say translate, it can mean that they hear a need from somebody else and they translate it as that person’s need for what you wrote. Another type of translation can happen when they comment on your blog with their interpretation of your message. It can be good for them, and it can be good for you … you learn together.
Promotion: If your core readers know somebody who should be reading your writing, they will pass it along, and often with their translation as well … or even an excuse for you. For example, you may pass this along to somebody and say “hey, you need more business and I know a guy who can help … but he is kind of unconventional, so just forgive him if he drops cigarette ashes or spills coffee on your rug.”
Your core readership will get to know you and your personal brand. It is normally best if you keep it human. Maybe even a bit funny and quirky and entertaining now and then. People are people … they like people stuff.
Translate This!
OK, now it is your turn, my core readership. Go ahead and translate this for others. That is what blog comments are for. Also, please be sure to answer the original question: Why are you reading this?
