Three Keys to Blogging Success

The article says that followers or an email list alone are not enough to create engaged readers. Bloggers need to project authority, trust, and likability if they want readers to respond to calls to action and support books, workshops, speaking, and related offerings.

Reading notes

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• Authority comes through content that shows experience, depth of knowledge, and real understanding of the subject.
• Networking, collaboration, awards, recognition, keynote speaking, media interviews, and being quoted by others all signal authority.
• Social proof, such as likes and followers, suggests that other people value the blogger’s work.
• Likability grows when the blogger focuses on readers and shows genuine concern for their struggles.
• A positive tone, authentic presentation, and self-deprecating humor help make a blogger more likable.
• Trust comes from consistency, including following through on what is promised and keeping a regular editorial schedule.
• A blogger should stay congruent with the persona presented to readers.
• Testimonials from people readers already trust can transfer some of that trust.
• Interaction, especially answering questions and letting readers have their say, helps build lasting trust.