The Challenge: We’re All Competing for Eyeballs

People don’t buy newspapers anymore and bookstores are going out of business, but that doesn’t mean that people aren’t reading. Rather, the competition for people to read your blogs, newsletters, websites and social media is fierce. Here are some ideas for capturing those elusive eyeballs so people will not just read you, but be so impressed they will pick up the phone and call you.

Talk about trends

It doesn’t matter what industry you’re in, there are trends, so identify and discuss these. Think about the effects of things like seasons, timing, investments, media exposure, economic forecasts and industry leaders. The list is endless. Writing a trends post isn’t only an effective way to showcase expertise, but it’s also a chance for you to put your own distinctive spin on a topic. This is an opportunity to share your opinions, and who, after all, doesn’t like to do this?


Readers respond well to conversational pieces, and Q&A can be a great format. Think about someone whose opinions and viewpoints you admire and sit them down for a little Q&A.

Book reviews

Review a book that is making news. This is a chance to show that you’re on top of your industry. It’s also another opportunity to share your opinions, which I think is always a good thing.


We’re drowning in lists, and I’m starting to think these are getting a little smarmy. As soon as anyone announces that he/she has ten new ways to do whatever, he/she becomes an industry expert, and in many cases, this is so not true. Nevertheless, lists have the advantage of being succinct and easy to digest. Create your own list, and don’t be afraid to share your expertise.


I love this one. If you’re angry as hell and not going to take it anymore, pour your heart out in your blog post–this is what it’s for, isn’t it? A word of caution: use an old writer’s trick and give yourself 24 hours before publishing your diatribe. It’s funny the way things look differently in the morning.

This final thought from an old colleague–don’t be afraid of your opinions. Those who love you will love you even more. Those who don’t won’t like you any less.

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