I get a thrill when I find a new blog. My latest find Casjam has caught me in its web like a love-struck 15 year-old. After two hours of uninterrupted reading, I realized that my infatuation with Casjam didn’t happen by accident. The seduction was well-planned and my devotion a (near) certainty.
This is how blog seduction works:
- Stay Personal: Brian greets me when I arrive at the blog. He’s smiling and feels personable. This small touch tells me that there is a human being in charge. On a subconscious level, I check off the “authentic” box. It’s nice to know who you are dealing with.
- Be Focused: Casjam’s tagline is “Learn by Doing”. Got it. A blog tagline has two purposes: Capture a specific reader’s attention and make a promise. Casjam’s tagline completes its mission in three words.
- Get Commitment: Brian doesn’t want everyone to read his blog. He’s looking for a specific person.
“I’m Brian Casel. If you believe that in order to get to where you’re going, you must learn by doing, then that makes the two of us. Welcome”
In blogging success depends on “Focus, Focus, Focus”. Brian’s mission statement assures me that we can be friends and that I won’t be disappointed with his content.
- Blog at a Glance: Casjam uses compact first-page layout that relies on a magazine inside-cover layout. The homepage displays 10 blog posts that are almost impossible to ignore. Each post has a eye-pulling photo, a well-constucted headline and an interesting post excerpt (3–5 lines of intro text). New readers can get oriented and start reading quickly.
- Zero Distraction: Casjam’s sidebar is simple and effective. Readers have three choices: Subscribe to the newsletter, read other popular posts, or share. This minimalist approach creates engagement by limiting choices. I’ll know what to do when I’m ready to join the Casjam tribe.
- Bonuses: In each article, Brian offers a few third-party tools that he uses. These recommendations boosts his stature because it shows he’s willing to share before he sells. Other times he links to other posts on his blog (interlinking) drawing the reader deeper into the experience.
- Portable: Brian records himself reading each post and makes the recording available for download. Smart. Now readers can enjoy the post commuting to work or running errands.
Combine these details and you have an enchanting, personable and irresistible blog. The cool part is that Casjam won’t appeal to you if you aren’t into DIY, business boostrapping. If you are, you’ll read, subscribe, and share.
How To Apply To Your Blog:
Create Your Line
You walk into the blogging bar, order a drink and survey the room. A reader catches your eye. You see what they are drinking, notice they are low, order another, and head across the bar with their refill (AKA – Blog post) in hand.
What do you say? What is your “line”? Remember the best line communicates who you are and what you can do for the reader.
Radically streamline your blog. Creatively constrain your blog’s home page presentation to 7 elements: (1) Title, (2) Tagline, (3) Blog post, (4) Call-To-Action, (5) Sharing, and (6) Popular Posts, and (7) simple navigation. Use Casjam.com as a reference.
Focus, Focus, Focus
I’m sure you’ve heard this proverb, “Trying to Please Everybody is Pleasing Nobody”. Focus you attention on a specific type of reader and build your content around their needs.