Jeremiah Tolbert

We’re writ­ers, so we should write about every­thing, right? Not if we care about main­tain­ing an audi­ence, we shouldn’t.  Despite our deep-​​seated belief that every thing that hap­pens to us and every thought we have is inter­est­ing to oth­ers, some things writ­ers like to blog about are just plain bor­ing or, worse, por­tray them in a neg­a­tive light.  I’ve learned most of these because I’ve done them and dri­ven off read­ers with them, so don’t think I’m set­ting these down as reminders for oth­ers.  They apply to me dou­bly so.  They include:

• Your rejec­tion let­ters.  You can use them to illus­trate a point, but blog­ging “rejected by F&SF, 8 days” isn’t very inter­est­ing.  Also, it makes you look kinda like a schlub when your blog is full of rejec­tion let­ters.  Your read­ers only need to know when you have new work com­ing out. They don’t care how many agents turned you down, or how many rejec­tions you gath­ered along the way before the sale.
• Your word count for the day.  Good for you, seri­ously.  I know some peo­ple use this as a kind of social rein­force­ment, but per­son­ally, I can’t stand look­ing at a blog and see­ing noth­ing but a long list of short posts talk­ing about what you wrote that day.
• Your favorite snip­pet from your work-​​in-​​progress.  Out of con­text, it isn’t nearly as neat or inter­est­ing as you think it is.  Publish the story and we’ll bask in the glow of your genius then.
• Grammar.  Snore.
• In gen­eral, the craft and daily tra­vails of being a writer.

I firmly believe that writ­ers should be inter­est­ing for some­thing other than being a writer.  It’s a rare indi­vid­ual who can be scin­til­lat­ing to the gen­eral pub­lic while talk­ing about the sausage-​​making of writ­ing.*     If you’re a writer, surely you’re pas­sion­ate about some­thing other than writ­ing.  Blog about what­ever that is.

Look at it this way–who is your tar­get audi­ence?  The sub­ject of writ­ing is inter­est­ing to other writ­ers and aspir­ing writ­ers.  They are not nec­es­sar­ily the read­ers you want, because there are not very many of them.  If your goal is to col­lect a fol­low­ing greater than a few hun­dred peo­ple, then you need a sub­ject of broader interest–even just the genre that you write in is more inter­est­ing than the act of writ­ing itself.

Clearly I am not fol­low­ing the advice of the last point here. I write about writ­ing for a good rea­son, and that’s because my free­lance busi­ness caters to writ­ers.   Writers are my tar­get audi­ence for these posts, so I am com­fort­able with it.  As I com­plete my busi­ness web­site, these kinds of advice posts will tran­si­tion to that site, and my per­sonal blog will become more, well, personal.

*Exempt from this advice are writ­ers with stag­ger­ing read­er­ships, such as  Neil Gaiman and John Scalzi.

ETA:

Nick Mamatas has this to say in the com­ments, and it’s a strong point:

The sub­ject of writ­ing is inter­est­ing to other writ­ers and aspir­ing writ­ers. They are not nec­es­sar­ily the read­ers you want, because there are not very many of them.

Crazy talk. There are mil­lions of aspir­ing writ­ers, and thus an indus­try to ser­vice them—several monthly mag­a­zines, a plethora of how-​​to books, sem­i­nars and con­fer­ences, over 100 degree-​​granting pro­grams in the sub­ject, etc.

Aspiring writ­ers also tend to read more widely (and deeply) than non-​​aspirants. Aspiring writ­ers are cer­tainly a large audi­ence worth cultivating.

So I  took this advice much fur­ther than I should have.  And I should point out that my advice was aimed squarely not at writ­ers who blog as a kind of per­sonal jour­nal.  I aim it at peo­ple who are look­ing to delib­er­ately and method­i­cally grow an audi­ence.  If you’re writ­ing a per­sonal jour­nal style blog, but want to use your blog to grow an audi­ence, I thnk you need to think about tran­si­tion­ing the kind of con­tent you post.