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How to attract readers now without being pushy

 

Attracting readers without being pushy is the ideal way for authentic bloggers to get readers. It can seem to be a very difficult thing to do as drama and urgency certainly can get us to click on a link.  We have all seen the classic “bait and switch” post where the headline evokes curiosity and emotion, but the post itself does not deliver on the promise.  It is a technique used to sell newspapers and magazines as well as get the all-important click.

However there are many non-pushy ways to invite your audience to read. Curiosity and emotion are powerful motivators but they can be used for purposes that are entirely ethical.  Even if you have some great information on your blog but nobody is reading it.  Or your website statistics make you want to lie down in a darkened room and not come out. The good news is that if you hate the idea of being “pushy” you are in good company.  We do too.  In fact most people do.

The even better news is that the old kind of marketing which did push people, and did interrupt them with scare tactics is much less effective now.  And although it may work once it is not effective over the long term. Your readers may become “once bitten twice shy”.  Your aim is to build a relationship and reputation with readers that is sustainable over the long term.

The problem with attracting readers is that although they are overloaded with information they still want their curiosity satisfied.

Your reader – who may one day turn into a client – is overloaded with information.  It is free and available everywhere through their smartphone:  – on a bus, while they are waiting to meet a client, or pick the children up from school.  Just when they notice something interesting, they will see something else out of the corner of their eye and move on.

Curiosity is a very powerful motivator. Getting an appropriate response to our curiosity is satisfying, but when there is no substance behind it, we tend to feel let down.

The ideal place for using curiosity is in the headline of the blog

The post then provides a satisfying answer.  In order to keep them reading you may not reveal all at once.  You can tell a story to back up the promise of the headline which will help to keep your reader engaged.

Because there are lots of distractions and our attention spans are getting shorter.  The news seems to get more and more alarmist every day, and we hear about so many difficult situations which we may not directly be able to improve.

This leads to a sense of helplessness, frustration or inertia.  If there is not something we can directly do, the situation can become exhausting. Add to that all the demands of life: family, children and their homework, meals, job, and keeping up with friends and community and it is a wonder anything gets through at all!

Your potential readers are available for distraction

The upshot of this is that new readers are capable of being distracted.  Information without emotion, and without a thread that ties it all together is not enough to make your reader stay on your blog.  So they may leave.

However people will watch a video sent to them by someone they trust, We are all more likely to watch a comedy video if it comes from someone who shares our sense of humour, for example. There are lots of heartwarming videos and blog posts about animals or children which appeal because of the emotion they evoke in us. Otters holding hands, cats asleep in strange positions, or old grannies dancing are examples of videos I have seen which I might not have wanted to search for, but when sent by a friend seem all the more appealing.

They will even look at a video you have posted if it is shared by a friend and looks appealing.

So the magic formula goes something like this.

The subject looks interesting and satisfies an aspect of curiosity and comes from a trusted source.

Be the trusted source for more people in order attract more readers

The way to become a trusted source authentically (yes, without being pushy)  is first of all to build on the relationships you already have. Take it a step at a time and build quality as well as quantity.

Be good to others without thinking about what you might get back.  Share what friends and business colleagues post, favorite updates you like, notice what others are doing.

Don’t be afraid to take the first step to connect. There is a huge difference between going to networking or an online forum focussed on selling, or going looking to contribute.

When you know the people you want to attract you can focus more on delivering information that is genuinely interesting to them. There is a comedy news programme here in the UK which features a different publication each episode.  Although the team on “Have I got News For You” make jokes about the content – whether about badgers, plumbing, or naturism it highlights that there are many many different niches and it is proof that there is great interest in very specific topics.

When you speak to your niche even relatively commonplace details can be found fascinating. Don’t forget that you have a great deal more knowledge than your audience, and can explain aspects that they will be interested to learn.

You could also do a round up of aspects of your approach, and curate contributions from other blogs.  Being courteous and supportive to others in the field also puts you in the position of expert. You acknowledge the work of others you respect or find interesting, which helps you to cement connections.

What is rather amazing is that when you genuinely enjoy doing this for others it seems to magically communicate and all kinds of good stuff comes back to you.

Attract readers by solving problems

Solving problems is the heart of what you offer.  Whether the problem is very specific or more transformational you can show your approach in your blog posts and social media.  In the new marketing landscape it is better to be generous with your information which lets people see what you can do, rather than holding back because they haven’t yet bought anything.

Sometimes we can hold back if we feel a bit disadvantaged without all the bells and whistles of a successful company.  All you need is a blog post about the issue to get going. Once you start answering questions and helping people any awkwardness disappears. You forget about yourself.

Many professionals hate the idea of selling.  I was working with consultants to the NHS some of whom were doctors. They hated the idea of being pushy and felt very awkward. However when they met people with real problems they could solve they forgot all that and wanted to help.  As a result a lot of interest was generated for their work.   Questions and problems are the gold dust of your blog and your business so just start solving problems!

Make your communications interesting and memorable

Making your blog interesting and memorable is vital.  Attracting new readers by looking at your subject area and expertise from different angles often presents a familiar subject in a new light. You want people to notice you above the millions of messages. Social media can often bring a focus to an aspect of your work which can lead viewers to your home base, your blog.

You can remain professional but as we have said, appeal to your potential readers’ curiosity. without being sensational. A surprising fact or statistic about the area can have a deep impact.

If you are connected to the world of fashion and clothes there might be statistics for example that validate.

Most people only wear 60% of the clothes in their wardrobe. This will be of interest to the readers who are in your niche. The more unusual the fact, the better, and I think the 60% is meant to be accurate but please correct me if I am wrong!

You can use industry statistics and provide the source which may be well regarded and therefore be a useful link for your own blog.  You can also ask ChatGPT to provide some thoughts but it is essential to verify the facts.  ChatGPT has been known to “hallucinate” and just make things up.

Better still create your own statistics based on your own experience and that of your clients and customers. You can survey them or gain responses from conversations with the people you are in contact with which also positions you as the authority. If you can display the results in  visually interesting ways too you will have a better chance of being read.

Don’t forget about making an emotional impact, too.  Surprising statistics evoke emotion and reveal the depth of the problem that you can solve.

Questions are an excellent way to to encourage make what you say more interesting.  Questions which focus on their problem but expect the answer yes, are often the most powerful.

Pictures are good but short video is better. You can capture short videos for Instagram tories which are currently shown to your connections, and Reels which can be shown more widely and attract new readers. The more visually interesting the better! A visually interesting metaphor relating to the point of the blog can often help to get your message noticed.

Show your face

The most watched images are of faces.  Research over the years has confirmed this.  Your face is an important part of your brand and helps to make you memorable.  If you really hate the idea just give yourself loads of time , get into good light – like daylight but not full sun, and take lots of images of yourself.  You will not be holding anyone else up, and you can take as long as you like.  Just keep on taking pictures! It is all about being real.

The most relaxed way to show yourself is talking with others, or doing something relevant to your work.  In which case you will need a friend (or friends) to help.  The more relaxed you feel the better your images will be.  Of course a professional branding shoot is the best option, especially if it is with someone you like.  You will be more relaxed and get good quality images. terms of being relaxed and having good quality images.

We all remember interesting people.  Don’t forget that you as writer of your blog are a person and that the reader is also a person.  (it sounds obvious but it can be easy to forget!) We can often think business has to be impersonal, bland or very factual.

Beneath every complex job title or powerful job role there is a human being with wants and needs. Using emotion – either positive or negative – creates a stronger connection.

You may not have been encouraged to have your personal opinions in your essays at school, but blogging is about connection, not just an academic exercise. It makes you more interesting and memorable, less attractive to the wrong people and more attractive to the right readers. Perfect.

Attract readers to take the next step

Is the next step obvious? If you want them to read a blog post don’t forget to have the link easy to click in your social media update. If you want them to sign up for something make the sign up area easy to see.

Ask them to do something at the end of the blog post.  Making the next step attractive to your readers is of course the key.  If it is attractive enough and easy to do they will take action.

Part of making the next step attractive is to show that it is a natural next step.  There is no risk involved.  Testimonials and case studies show that people just like your readers have benefited already.  You can of course offer a money back guarantee as well.

Has this blog post created any ideas for you? Comment below!