What makes your content popular?
Well-written posts?
Useful information?
Good formatting with plenty of white space?
Those are all important, but there is something else …
Something we don’t talk about enough. Because it’s so hard to put your finger on.
Let me explain by telling you about a dream I used to have.
My imaginary little restaurant
I used to dream about opening my own restaurant.
A tapas-style menu. With Spanish dishes and a few of my Asian favorites. A good wine list, plus a decent selection of beers from across the world.
I’d have simple wooden tables and chairs. An eclectic mix of art and photographs on the wall. Or maybe I’d ask the local school for a few drawings each month.
When we think about a blog, newsletter, or social media presence, we tend to think about material things, too. Profile picture, brand colors, writing style, post structure.
And as good marketers, we think about our audience. What would they like to read? Which tips would be helpful to them? Which problems are they struggling with?
These considerations are relatively straightforward. You write about copywriting or content marketing or both. Your brand colors are blue or purple or yellow. Sure, these choices can be hard to make, but at least they’re concrete.
Let’s think about my imaginary restaurant again.
A restaurant isn’t just about a menu and interior design
There’s something far more important. Something that’s more difficult to describe. It has to do with atmosphere, feeling, and personality.
Yes, the interior design has an impact on the atmosphere in the room. And so has the music, but what about the welcoming feeling? Why does the restaurant feel familiar even if you enter for only the second time?
A restaurant can exude a certain poshness. Bristling white linen. Delicate food on giant white plates. The waiter who keeps at just the right distance. Maybe a few awards hang on the wall near the entrance.
Or the restaurant can be fun. There could be a surprise menu. A free cake if you can prove it’s your birthday. Loud music and a lot of laughter.
Or you can have a local pizzeria with photos of the owner’s ancestors who had a trattoria in an Italian village. The menu explains the origin of the dishes. The olive oil is specially imported. And at the end of the meal you get an aged grappa from the house.
The atmosphere in your restaurant isn’t just about the décor, the menu, and the music. It’s about a lot more … the twinkle in your eye, the stories you tell, the welcoming smile of a waiter.
As Bernadette Jiwa wrote:
In the real world a disproportionate amount of value is placed on the tangible. Things we can easily explain, or put our finger on.
It’s the intangible that makes us connect and feel welcome
A good restaurant doesn’t just fill up your stomach, it’s also about the experience, about having a good time.
What’s the feeling you want to create with your content? Welcoming? A bit rebellious? A strong voice of authority?
The feeling of your content is about the stories you tell. The metaphors you use. The questions you ask.
It’s about how you address your reader. Are you holding a lecture? Or having a conversation?
It’s about how you inject your personality into your writing. Whether you sound full of enthusiasm, compassionate, or authoritative, or all of that.
When I started Enchanting Marketing in November 2012, I thought I just needed to write super-useful blog posts. Long list posts. In-depth information. Because I thought creating a blog is about building authority.
But how wrong I was.
Yes, being useful and helpful is important. But connecting with your audience is about intangible matters, too. How do you inspire your readers? How do you make them feel better?
Think about my little restaurant. The music, the menu, the décor – they all influence the atmosphere. But I’d want you to come because it’s my place. Because you’d like me to say hello to you and linger at your table for a chat.
Maybe we talk about your work. Or about the books we’re reading. Maybe you ask me about my latest cycling holiday.
The secret ingredient in your writing
Plenty of writers share useful tips about the same topics you and I write about. If you just share tips, it’s easy to swap one writer for another.
Or worse … AI could write those tips.
To build a loyal audience you need to engage people personally so they come back because they know you, and like you, and trust you.
They smile at your stubbornness. They forgive you for a badly written post. They shake their heads at your strongly worded view.
But they also feel heard because you understand them and you know their struggles. They feel your compassion. They feel at home, and they’re waiting for your next blog post or newsletter or LinkedIn post to arrive.
The secret ingredient of your writing is YOU.
You’re the only one who can make your content really work. By telling a little more about yourself. By sharing your enthusiasm or your doubts.
Readers don’t just read your content for your tips. They come back to be inspired. They come back to hear your voice. They come back because of you.
Human content wins.
Recommended reading on finding your voice:
How to write stories about yourself, without cringing
How to write like a human
How to bring dry facts to life
Thank you! I found this article really inspiring! Thank you for being you and sharing yourself with us. Have a great day!
Thank you, Mariluz. I’m glad you enjoyed this. Happy writing!
Thanks for sharing this one. I see it’s one of your all-time classics even if I just encountered it. Sooooo good! By the way, I’d go to your restaurant 🙂
Ohhh, wouldn’t it be lovely to sit down for a meal or a drink some time, even if it’s not in my restaurant!
I know, I know, I need to travel to London some time.
I appreciate you mentioning you hadn’t seen this blog post yet. It confirms to me that it’s a good idea to send these old posts (or all-time classics as you kindly called them) around again.
I know we’ll meet sometime – it’s a matter of time 🙂
I really appreciate not only discovering the good ol’ classics, but also re-reading some of your best ones. I try to bookmark my favourite posts and keep track of links but with so many blogs and online content, is hard.
Yes, one day we’ll meet! 💜
And thank you for your feedback on resending my best posts. That’s lovely to know.
Henneke,
Thank you for spotlighting personal voice, today. Your posts show me over and over your personal way of sharing tools and good ideas I can use right away. “That’s so Henneke” I often think – feeling inspired to continue on developing an engaging voice in my writing, step by step.
That’s such lovely feedback. Thank you, Day. 🖤
It is very important for me to read your advice, but it is more important for me to try to see improvements according to it.
I created a website for my wife, and the first idea was to create a virtual platform for her paintings. However, I recognized that my role in that role should be more profound. Not only working with SEO but also writing a blog is a good idea for Google and me. That is why I am always reading your blogs, and I should say a huge thank you.
All the best.
Nik.
Sounds great, Nik. An art blog is also a great opportunity to share about an artist’s inspiration.
Thank you Henneke for your wonderful article.
I have often asked myself why I prefer a certain restaurant than another. Not just for the menu, the music or the colored walls.
I agree when you write: “They also feel heard because you understand them and you know their struggles. They feel your compassion. They feel at home, and they’re waiting for your next blog post or newsletter or LinkedIn post to arrive.
The secret ingredient of your writing is YOU”.
In 1985 my mother ran a major gasoline sales plant with a car wash. Seven years later, she was replaced with another director. Sales dropped by 60%. Incredible. Yet it was the same petrol, the same environment (very nice) and the same wash. The secret ingredient, now I see, was my mother who loved to take care of their customers.
Wow, Maurizio, what a story. A 60% drop in sales for the same petrol, the same nice environment and the same car wash. The only difference was your mother, and that difference was huge! Thank you so much for sharing.
Beautifully expressed. I come back here because I don’t see you enough and these posts are like sharing a pot of peppermint tea with you and hearing your latest news 💜
I’m just drinking a cup of peppermint tea as I’m replying to your comment. It’s like we’re having a drink together. 💜
“Plenty of writers share useful tips about the same topics you and I write about. If you just share tips, it’s easy to swap one writer for another.”
“The secret ingredient of your writing is YOU.”
These points explain why I always return to your website (and other blogs I like) while there are thousands alternative sources with equally (if not more) useful tips.
Thank you, Deniz. That’s a lovely compliment.
Another value-packed post. Thank you! It was a struggle for me to figure out what I really wanted with my blog years ago because I admire a lot of bloggers. I wanted to blog like them. But I’m not them. And trying to be someone you’re not – in real life or in business – is a disservice to yourself.
Yes, that’s so true. It took me a while as well to find myself and be more authentic in my blogging. My voice is still evolving.
Very well said. The real connect happens when the ambience is inviting and the atmosphere is soothing.
Thank you, Riana. I appreciate you popped in and stopped for a quick chat 🙂
That’s true! I read and re-read your blog posts because it’s you. I come again and again attracted like a magnet on your blog posts because it’s you.
I feel good.
I like your writing style, your metaphors, your tips and your examples very useful.
And I feel like I improve my writing skill and my English level too!
A big thank you for what you do!
Thank you so much, Alexandra. That’s such a lovely compliment. You put a smile on my face 🙂
Henneke…
I love your writing style and your personality along with the useful information! I needed to hear (read) this.
Thank you so much for everything.
Hi Sheronda, I’m glad you enjoyed visiting my little “restaurant.” Thanks so much for stopping by. Life is better with guests like you 🙂
I love this post. Thank you for validating me and reminding me that people want to get to know me – hear my voice through my blogs. I always pour a little “Me” into my blogs and then wonder… what do my readers think of me? I am a newbie trying ever so hard to get my blogging business off of the ground. An eternal optimist and believer, I know I will look back on this time in my life in amazement and say, “Wow, look how far I’ve come… I did it!” But, in the meantime it’s your generosity in sharing your posts, your blogs, your Spirit that keeps me hanging on. A big, huge, heartfelt thank you.
Aww, Yvonne. What a lovely comment. Thank you.
The beginning IS hard. I was doubting a lot when I started (and I still do sometimes!). Over time, I’ve realized, it’s better to be me and connect with the readers who appreciate me for who I am. Not everyone needs to like me, and if they don’t like me or my writing, then they don’t need to read my blog. In this way, an audience naturally selects itself.
Keep up the good work!
I’d definitely come to your restaurant. You are the queen of sharing just the right amount about yourself, Henneke. You are an inspiration. Thanks for being you.
What a lovely compliment. Thank you, Lora.
Thank you! I needed to hear this today. 🙂
I’m glad you enjoyed this, Marina. Happy blogging! 🙂
Hi Henneke,
Like your little restaurant, your writing has personality and ambience…and that’s why I love reading your posts so much.
Thank you for visiting my little restaurant, Brett. The atmosphere gets better with people like you here. 🙂
Truly, to stand out you must allow your personality shine through your work.
This is why I keep coming back here. The content here is so fresh
Thank you for your compliment. 🙂
Happy writing!
Your blog posts are ones I always give myself time to read. It is because of you, your helpful information, and how your put yourself in your words that draws me. You do all of this so well.
Thank you so much, Sharon. That’s a lovely compliment. It makes me happy 🙂
Dear Henneke,
How do you share your dreams so easily??
Thank you.
Just with a lot of editing! If you’d read the first draft, it wouldn’t have seemed so easy 😉
I too love you!
Your writing style and personality are so sweet, fun, helpful, and spark curiosity.
Thank you for sharing another one!
Though blogging is not my main forté, you have me thinking about how a guest would “feel” landing on my website.
Thank you for this insight! ?
What a lovely comment. Thank you so much, Nicolette. Happy writing! 🙂
I think I love you, Henneke.
When I read your work you sound really nice. Nice? yeah, nice.
Calm and wise and yet, humble and friendly.
There is a ‘nice’ feeling about your advice that urges me in that direction which I know will lead me to happiness/fulfilment.
love alwaz
mike
Wow. What a beautiful comment, Mike. Thank you for putting a smile on my face 🙂
Hi Henneke
You’re so right! I read a blog the other day and all the information was there but it just didn’t interest me – it was a yawn from start to finish. Absolutely no personality – could have been written by a robot!
Thanks for a great post
Angela
Thank you for stopping by, Angela.
These days there are so many blog posts, that simply giving advice isn’t enough any more. We crave a human connection, don’t we?
Henneke,
I’ve been going through your posts to learn how to write a good blog, or even a good article for the web. I find your writing style fun, entertaining, educational, highly valuable and enormously friendly. Your tidbits and gems of insight expressed in your unique style makes it easier to apply. They’re like gifts from the gods.
Thanks.
Wow, Bamboo. What a lovely comment. You put a smile on my face. Thank you 🙂
Great post, Henneke! I didn’t see it before.
It’s quite an old one, but it’s still one of my favorites 🙂
Thank you, Irina!
I used to run a business where people came to see me once a week for a service. I had a beautiful view, overlooking mountains and water, always had tea or a treat and usually made people laugh. I was really surprised when my place became a hangout. People met there. I finally realized it was like a friendly party, not just brilliant consulting they were coming for. I’m trying to figure out how to do that in writing. You always say it so well Henneke. I do appreciate it.
That’s such a nice story. Atmosphere makes a big difference, doesn’t it? I’m sure they also came for your brilliant consulting!
Wow. I’ve never heard it put that way before, Henneke. You’re right. Our blogs are like our favorite restaurants or even a virtual home we invite people into. Readers should feel welcome and hopefully entertained. I’ll keep that in mind. Thank you.
Hi Henneke. I enjoyed your post and I think you are absolutely right about a blog needing to be about more than just information. It needs a distinct personality as well. I just started my second blog recently, and I’m trying hard to avoid the “corporate voice” and inject as much of my personality into my writing as possible. I think it’s about learning to trust yourself as a writer and having the courage to write authentically. It’s about seeking purity in your message and not allowing too many external influences to dilute that purity…being yourself, in other words!
Yes, you’re absolutely right – it’s good to avoid the corporate voice!
Being authentically yourself isn’t always easy, and you can look for outside influences to find your own voice. I studied how bloggers that resonated with me were writing, so I could emulate some of their techniques and develop my own voice. Authenticity doesn’t always mean you have to find everything within.
Good luck with launching your blog, and thank you for stopping by, Neal.
Wonderful post. I started blogging back in 2007 and back then my writing was quite dry and factual. I was still stuck in my “corporate speak” world. It took me a long time to find my voice. I’ve also found that as my business changes and as I change, my voice becomes a bit stronger with each iteration. That used to scare me. What if I offended someone? Today, I’m happy to say that I get more engagement on my blog as I am true to my voice. Thanks for the examples. They were perfect. I’ll spend some time thinking about what I’d like my restaurant to be.
Yes, when moving from business writing to blogging, we all have to unlearn “corporate speak”. This can be a difficult and painful process, but eventually we’ll get there. And so many rules we’ve learned at school don’t apply when you try to write engaging content that’s also easy to read. Which high school teacher would have allowed sentences starting with And? Or one-word paragraphs?
I enjoy seeing my own blog as a little restaurant where my readers come to visit me and we’re all having a good time together, with a bottle of wine or a good Belgian beer.
Thank you for stopping by, Stephanie. It’s nice to meet you!
Great post – I found what you shared very insightful. I love blogging however have dipped up and down with my posts – what you have shared as the secret ingredient I love. My first serious entrepreneurial venture ( too many years ago to mention) was in fact a restaurant, a vegetarian restaurant and my secret ingredient was that I infused the food I cooked with love, that was a light bulb for my blogging. Thank you.
Yes, blogging is like cooking – love is the secret ingredient in blogging, too. 🙂
Thank you for stopping by, Kym
Hi Henneke, feeling the same as Mohul when I read your posts. It takes time to build the “peaceful” space on the Internet where to talk and share stuff and passion for something. Thanks!
Thank you, Véronique, and thank you for stopping by my little restaurant so often 🙂
And you’re right about the time it takes to build a peaceful space on the web. It might be quicker to build a nice restaurant!
I truly love the way you write and think, Henneke. And yet again, you’ve hit the nail square on the head. And while I agree with what you’re saying about blogging, it applies perfectly to marketing in general.
People often confuse marketing with advertising, or with sales. Marketing, if I had to write my own simplistic definition, is what determines how a person feels about your business, from the very first “touch” they’ve had from your company or organization, to a point long past the sale. And what you’re saying here absolutely applies, not only in the digital world of blogging, but in a brick and mortar, video, audio or any other sense that these ideas could apply. (like a restaurant, maybe)
Now, I need to step back and see how well I apply these thoughts and ideas to my own business. I sure do hope that my blog posts, my website in general, and the way in which I conduct myself with clients and prospective clients is in line with these ideas.
Great points in this article, Henneke – thank you! I love receiving your updates!
Yep, that’s so true. After all, blogging is a way of marketing yourself in a friendly, non-pushy way.
I like your definition of marketing! 🙂 And shall I tell you secret? Ah, you probably already know… my book is as much about marketing as it is about writing web copy. Good marketing is the basis of good copywriting.
Thank you for stopping by to share your thoughts, Ted. I appreciate it.
Hi Henneke,
You’re absolutely right of course, but at the same time is something like personalty also very difficult “to manage”. What I mean is, that you have it or you have it not, and if you don’t have it, then what do you do? Quit? Or try to make the best of it, by following good examples of others and try to at least make the best out of it?
That’s an excellent point. I’d say that everyone has personality, but often people hide who they are. Sometimes they hide themselves only when they write, sometimes also when they talk in “real life”. Some people are quieter than others, but that doesn’t mean they don’t have personality.
When people struggle to translate their own voice into writing, then I recommend they study how other bloggers write. Find two or three bloggers that you feel connected with, that feel familiar because you can relate so well to them. Start with imitating their voices. Everyone imitates badly, so you automatically start developing your own voice. So yes, as you say – follow good examples, but make sure you pick the examples that suit you.
“The secret ingredient of your blog is you. You’re the only one who can make your blog really work. By telling a little more about yourself. By sharing your enthusiasm or your doubts.”
I’m with you in that. That’s what I’m in the process of experimenting with my own blog.
And speaking of experiences (I also agree with Azzam), just the other day I published an article in Huffington Post that’s gone viral beyond my expectations! (I’m not sharing the link here unless I have your OK). All because I shared my own story of the “before” and “after” a layoff that resonated with so many.
Clearly this is what makes readers tick these days.
Thank you for another great post, Henneke!
I’d love to read it, so please go ahead and post a link! 🙂
Thanks! There you go:
http://www.huffingtonpost.com/anca-dumitru/are-you-taking-charge-of-your-stressful-life_b_3671266.html
Great article, Anca. I admire your courage to write that. Well done!
I recognize a lot of your points. I consider myself lucky to have left the corporate world (only 10 months ago!). It’s so much better to be working for myself. I’m so much more relaxed and happier – still working hard, but it’s giving me energy.
Thank you for sharing.
Thanks so much, Henneke!
Yes, I decided to go public and share that experience. It wasn’t easy, but it was therapeutic. And I was (and still am) completely blown away by the response.
Going back to the essence of your post, sharing something about yourself that would be meaningful for your readers does really make a difference.
I’m glad I can drop by your restaurant every Tuesday. 🙂
Good to have you around, Anca 🙂
I agree, the secret ingredient is you and your own style, just like your restaurant should fit you like a glove. I’m reading some blogs about copywriting or better writing but yours is really enchanting and at the end of a post a reader feels he has learned something, without having been lured to do something.
Like the secret sauce or dish of every decent restaurant. That’s what makes them special, that and a good chef. 🙂
Thank you, Andrea. Glad to see you returning to my restaurant, eh, blog. 🙂
Is the blogger’s voice that of the author or what the blogger believes the readership prefers?
Is not the process of discovering the nature of the readership an evaluation of their preferences?
Can a blogger risk conveying a genuinely true voice if to do so is to risk alienating the reader?
The shock-jock might manipulate his readership by perversely writing with a counter- voice so as to cultivate controversy. But he weighs up his readership no less than the blogger who courts consensus.
A blogger may nuance the text for the comfort of the (trans-Atlantic) readership . The voice of the blogger may be welcomed or rejected, found inspirational or dispiriting. But it will be a constructed voice – like it or lump it.
To some extent a voice is always constructed of course. You pick the parts of your voice you like and disregard what you don’t like. You see how others write and include some influences in your own voice.
But I do think that blogging is different from copywriting. Blogs tend to be better with a strong, personal voice. Sure, you can hire someone to blog for you, but that never works as well as learning how to blog yourself.
If you’re WalMart of another big company you may adjust your voice to your audience. You hire the writers that suit your company image. But in the case of small business owners – especially if they provide services – they can pick the audience and the customers that suit their personality most. They should try to attract the audience that likes them because of who they are.
I’m new here but will be coming back for more because your voice spoke to me!
It’s an interesting one because this is the one thing that can’t be taught – you can’t teach someone to have personality, only to develop their voice and allow themselves to shine.
Thanks for a great post 🙂
Welcome, Kirsty. Nice of you to stop by 🙂
Yes, good point. You can’t change someone’s personality, but you can encourage people to be themselves and show more of their unique personality when they blog.
Henneke. You rang the bell . The secret is “voice.” Which is scary. We all have a sound. When we speak or write they hear us. Our voice comes through no matter what. One person could read a phone book aloud or write a mundane piece and we listen. The next person could offer the keys to the kingdom and we turn away– from the sound.
No way to fake it. If we try, we wind up with the same tired sound of the cliched voice.
Yes, that’s so true. When we speak it’s so natural to have our own voice, our own way of saying things. But when we write, it’s so easy to fall into the trap of clichés and hide our own unique voice. I don’t know why.
When people read what you’ve written, they should almost be able to hear your voice.
Thank you for stopping by, Curtis 🙂
Henneke. Credit where credit is due. Once the connection, which you established with your give away and Henneke relational responses. Yes, they were plural. You still had to get me back. How did you do it. Once the relational/voice Henneke is a real person was established, you hooked me back in here with your e-mail. Layout. Simple one liners that were again filled with your voice. I had seen other one liners. They sounded like they were machine written. NOT yours. Then that “secret.” What we will all give for the “secret!” That’s why I showed up and read and responded. Oh, and by the by, you do know the secret.
I think you’re right about the effect of using this ‘secret ingredient’. But: it takes courage to use it. I think its easier to write about what I think my audience wants to read. But when I write more personal posts, I also find people like them a lot more. Perhaps the real ‘secret ingredient’ of a good post is courage?
Yep, I agree – writing in a more personal way and showing who you are takes some courage. In the beginning I found it really scary to blog and initially I preferred to hide behind useful tips. For me it’s been a slow process of finding my voice.
You make a good point, Nancy. Thank you. 🙂
Ha, it not only confuses them, they get mighty upset.
As I have experienced mahself!
What IS the atmosphere in your restaurant like.. I can’t decide.. It’s not all white linen but it is not plastic table covers either.. whaddayathink?
Yep, somewhere half-way. I’d like to think quite simple, quite peaceful, and natural. A bit traditional with a few weird, bold, or artistic touches maybe? The people are more important than the decor. Are we talking about my blog or my imaginary restaurant?
Those, as you well know, are the same.
I am glad you are getting more and more personal on your blog. I think only a mix of personality and information works.
So – I fully agree.
When you said before you weren’t sure about the atmosphere, do you think the overall feeling, the personality is not strong enough yet?
Not necessarily, but for me, the more interesting the person behind the blog, the better. I get bored by people who just keep repeating tricks. I want to get to know the writer’s personality. I want to eventually share bits of his or her life 😉
I love the way you tell the story Henneke. It’s a real inspiration – I will work on being able to do the same.
😉
Thank you, Zsuzsi. Let me know how you get on?
Whoa! Its the blogger.. her personality.. her way of thinking which influences her readers!
So simple.. yet.. so less bloggers think about this.. thanks for this awesome post 🙂
PS: When I come to your blog, I feel calm. The hustle bustle of online marketing and cut throat competition of blogging cease to exist.. The words pacify me, and help me make a smart decisions..
You really rock!
Hey Mohul – good to see you again! Glad to hear you find my blog a calm place in the hustle bustle of the internet 🙂
“Your readers need to come back because they like you. They smile at your stubbornness. They forgive you for a badly written post. They shake their heads about your latest crazy idea. They wait for your next email to arrive in their inbox.”
OH YEAH
this was a brilliant observation! I agree wholeheartedly! I would also add sometimes they come because they don’t like you (as in shock jocks) but either way it is because of our emotions, our desire for connection
Great post Henneke!
Yep, shock jocks can create a lot of interest especially – I assume – because their headlines draw a lot of attention on social media. But I wonder… how often do their readers return?
Are there any bloggers you dislike that you still follow on a weekly basis?
Wonderful post.
Thank you for your brilliance!
Thank you for your lovely comment and for taking the time to stop by, Sandra. 🙂
I (wining & dining addict 🙂 ) love the comparisons with food and restaurants.
It’s lively, expressive and intensifies the meaning of your post.
Good food connects. 🙂
My best
Moniek
Yep, so true: Good food connects.
I could talk about good food forever…
Thank you, Moniek 🙂
It is the month of Ramadan and as soon as you talked food I was about to switch off 😛
Definitely need to find that ‘ooomph’ or ‘aha’ that connects to your readers. I think in this connectivity age it is beyond the sharing of information and about the sharing of experiences and stories.
Oh yes, I’m sorry!
My sister – who’s been dieting – also complained that I was talking too much about food…