Full Member from US
joined:Oct 9, 2009
Great advice above. I'd also add:
1) Bring personality to the post. When the personality shows through, readers can't resist seeking more. To do this, use a personality "voice."
Use gentle, inoffensive humor if you're good at it. Or use another voice with a likeable personality. The voice should be appropriate to your industry. And don't be too heavy-handed with it.
(And don't use a voice at all if you're not confident in it.)
So for example, instead of:
"I always recommend green-blue widgets over the other two types." (dry, no personality)
"Green-blue widgets are the way to go. I've never seen an exception." (the voice of solid authority)
"Green-blue widgets are in. Everything else is out." (cool authority)
"The truth? Green-blue widgets. I daily referee fights in my family over those things." (everyman authority)
"Here's the thing. I like green-blue widgets. I use them. Green-blue widgets, in a sense, have made me what I am today. And I know I'm not alone." (casual authority.)
"Don't like green-blue widgets? Well, they probably don't like you, either. Get over yourself and run for cover. The green-blue widgets are coming!" (brash-mouthed authority)
2) The other thing is, be obsessive about clarity. Besides doing what FranticFish and Hoople suggested, have a general policy to err on the side of being too clear. If you're lost as to how to do this, then try writing your first draft sort of insultingly simple, like this:
Blue widgets can be bought at Store A. They go with any decor scheme. They come in three colors. One color is green-blue. One color is light blue. One color is purple-blue. I like green-blue best.
Eventually rework it to keep the clarity, minus the patronizing note:
I prefer green-blue widgets over the other two colors available at Store A. Whether you choose green-blue, light blue or purple-blue, you'll find they match any decor scheme.
But either of those is better than the more commonly-seen type of wording which raises lots of questions but doesn't offer real expertise:
I use these turquoise colored widgets from Store A. They're simply the best and they go with my furniture.