For Susan Mossman Taylor Forever Ago

But over my two decades of experience, I have found that slowly curating and cultivating a smaller, highly engaged audience who are invested in their journey leads to greater satisfaction (and long-term profitability).

People read nonfiction to learn and to feel. My framework for ensuring a blog post accomplishes both is to start with a first draft that focuses on "novel" ideas.

A novel idea is one that's not just new to the reader, but also significant and not easily intuited. Think of it as new and worthwhile . I've identified five categories:

• Counter-intuitive —

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Create engagement. As your community grows, members should create engagement among themselves, but you can always create points of engagement to help encourage it, especially in the early days.

A blog post is a search query. You write to find your tribe; you write so they will know what kind of fascinating things they should route to your inbox. If you follow common wisdom, you will cut exactly the things that will help you find these people.

From my Instagram, what you might see is a series of outfit posts, glimpses of a trip to New York, Seen Library happenings, favorite spots in LA, and brand events and partnerships.

But what you don’t see are the spontaneous hang outs with my cousins, watching my best friend’s baby take his first steps, the weekly walks I take with my 80-year-old... See more

You’ve created a stellar email newsletter, but few subscribe. You’ve launched an intriguing podcast, but listeners are nonexistent. You’ve published an exceptional blog post, a compelling research report, a remarkable webinar, a top-notch video, a stunning visual… but the audience just isn’t showing up.