10. Writing That Engages

We all write all the time. Lists. Emails. Obligatory thank-you notes. Maybe even the occasional letter to an editor. But none of these really prepare us for blogging.

We open a web browser to our blog authoring pages and start typing. We click the upload button and our words are instantly on view all around the globe. Grandma, the boss, and that cute new kid in the mailroom can all read whatever we’ve written. Not only that, they might respond. And not all of them politely.

Blog writing has its own logic. It’s easy to be seduced by the spontaneous informality that distinguishes the tone of the best blogs. We wonder why our own first scribblings feel so stilted and shot through with clichés. We steam after our first encounters ...

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