7 Core Tips For Writers Who Hope To Engage Millions Of Readers and A Loyal Following

Part of Kathy Caprino's series "Thought Leadership Today"

As a writer, blogger, podcaster, and speaker, I’ve long admired those who can – in their own unique and eye-opening ways – enliven and inform millions of people with their messages. Whether it's via a TED Talk, a blog, podcast, short story, book or other form, so many people today are offering life-changing content that enthralls.

Today, for instance, I was absolutely riveted listening to Krista Tippett's On Being podcast, as she interviews renowned therapist Esther Perel. It was so compelling that I stayed in my parked car long after arriving at my destination just to finish the show. What made it fascinating? Lots of things, but for me, it was the depth of the discussion, the powerful information I simply hadn't heard before, the new way it allowed me to view relationships and people, the breadth of life experience Esther draws on, and finally, the feeling that what I was learning was going to be transformational for me, in my life and work. That's a lot for one podcast episode to offer. (Thanks to my daughter, Julia Lipner, for urging me to tune in.)

In having the experience of publishing some content that has gone "viral" (which to me encompasses not only achieving millions of views but also eliciting a great deal of thought-provoking feedback), I've seen that there are several essential traits that our writing and words need to embody if we're to achieve a strong connection with others. These components include not only compelling, instructive content but a powerful, unique way of reaching inside readers' minds and touching their heartstrings, emotions, vulnerabilities and deepest longings, and even changing how they see themselves and the world around them.

To help engage with thousands of readers, and generate loyal followers who consume our work with gusto and look forward to more, I'd like to share 7 top tips that have helped me in the past 15 years of writing, as well as supported emerging writers and thought leaders I've worked with, who've dreamt of having their content consumed and enjoyed at high levels:

1. Master the basics first

Content

To reach a large audience, you have to tackle topics and issues that grab hold of the reader, making them feel that they would be missing something critical if they didn’t read your articles on an ongoing basis. Don’t write about age-old topics like leadership, management, communication, social media, marketing, sales, careers – in the same old way. Uncover fresh new angles that are truly your own. Share powerful ideas (your own or others') that move, educate, and entertain you first. Use everything you are and you know.

But remember that your articles have to share more than just your personal opinion. To strike a chord with many, you have to know what you’re talking about but also have a solid understanding of the thought leadership that came before you in this topic or field of inquiry, so you can even identify what are, in fact, fresh insights to share. And that insight comes from experience, research, and ongoing intellectual depth and curiosity. It has to be more than you trying to push yourself out into the spotlight.

And of course, we need to have a mastery of the basics of writing -- grammar, punctuation, word choice, sentence and paragraph structure, tone and more.

Headlines

Your headlines need to be powerful, compelling, and concise - strong enough to make people say, “Oh shoot, I’ve got to stop what I’m doing and read this now,” even if they feel they have no time to read another post in their entire lifetime. How can we make our headlines and content grab hold and become, as they say, "sticky?" Think about the core theme of the story, and find a way to articulate the emotional heart of that theme so that even you would have to stop in your tracks and read it. What would make YOU stop what you’re doing and click the link to open it? (Here are some interesting tips.) Regarding the On Being podcast episode I mentioned above, the title was "The Erotic Is The Antidote To Death." Wow...that had me intrigued.

I've heard over and over from marketing and writing consultants that writers should “Use numbers in all your headlines, and stick to odd numbers because that works best.” That advice irks me to no end, because now we see thousands of writers producing superficial "listicles" that don't have depth and read like shopping lists with only odd numbers.

Yes, numbers do often work well in headlines (and I use them a lot), in great part because it helps readers digest the content very quickly and easily, which has turned into an essential requirement today given our highly diminished attention spans.

But to write a great article, you first have to identify the key messages you want to share, and not be constrained by numbers or lists. These types of rules (only use odd numbers, for instance) are meant to be broken.

As an example, my piece 6 Toxic Behaviors That Push People Away: How To Recognize Them In Yourself and Change Them (that achieved over 3 million views here on LinkedIn back in 2014) has a list format but emerged because I felt compelled to sit back and dimensionalize what I thought were the different types of toxic behaviors that had surrounded me throughout my corporate life and in some of my relationships, and that I was seeing in my former therapy work and current career coaching.

I also thought about toxic behaviors that I have personally demonstrated. After thinking about it, six behaviors emerged as highly common and damaging. The use of numbers came only after I pondered the question in my mind, "What are the most common crushing behaviors we all have demonstrated at one time or another?" Numbers can be helpful but try not to overly rely on or force them.

In other words, don't allow these common conventions to become a crutch that constrains your creativity, depth of thought and impact.

Images

Make sure you’ve found an image for that piece that grabs the reader by the collar, and touches them deeply, reflecting the heart of the story. That usually requires an investment of time and money. I've found that most free sources, for instance, simply don’t offer a breadth of high quality or impactful images that we need if we write frequently (I use iStock.com and love them.). All posts of mine that have happened to reach over 1 million views had a highly compelling image that evoked emotion and grabbed the reader.

2. Reach the broadest audience possible but stay within your "swim lane."

When the 6 Toxic Behaviors post started to go viral, I asked my then 20-year-old daughter, “Honey, why do you think this is capturing so much attention?” She said something so wise and savvy. She shared, “Well, it seems that people will want to read this because, 1) they want to figure out if they’re toxic, and 2) they want validation that the person in their life who SEEMS so toxic, really is.”

She nailed it, and there was so much truth to that. I heard from hundreds of readers who said something like "Oh my goodness - I know now that I'm the one who's toxic!" I was amazed and inspired that so many people could have the strength to see themselves so honestly.

If we think about the number of people on this planet who either wonder if their own behavior pushes people away, or who want to confirm that someone in their life who is crazy-making, is indeed toxic, we’re talking about millions upon millions of people.

To go viral, you have to reach a large audience that says, “YES!!” to your material, even if it’s a hard pill to swallow. Think about how you can expand the interest level of your pieces by touching on more expansive themes, observations, and behaviors.

3. Learn to sense and shape the “energy” of your messages and your style

In my training and work as a therapist and career coach (and through my 18 years in corporate life), I've seen that everything is energy.

Truly, everything has an energy to it. We feel it, process it, and react to it, most often without being aware of that process. The energy of your messages and words can make or break an article. Try to sense the energy of the words and ideas you’re sharing. For instance, if your writing smacks of condescension, arrogance, or snobbery, and talks "at" people rather than connects with them on equal footing, your piece won’t get the exposure you want (or at least it won’t be the kind of exposure you want).

4. Base your work on a solid understanding of what you’re talking about, and research, research, research.

Don’t make your writing just about you. Your story is interesting, but it’s not enough. I remember when I embarked on writing my first book Breakdown, Breakthrough (about the 12 hidden crises working women face) I thought I knew everything there was to know about professional crisis for women because I'd faced so many. But I was encouraged to do more research, and I interviewed over 100 women around the country about how they overcame professional crisis, and their stories and strategies rocked my world. I’ll never make that mistake again, of thinking that my experiences were enough to have a solid understanding of any given topic.

In my second book, The Most Powerful You, I knew the book needed to be filled with riveting, real-life stories of actual women who'd faced and overcome the most damaging power gaps that 98% of women face today, because we often learn best through story.

What you know is great, but reach out to others to learn what else you need to know and share, which is much more than just your personal experience and opinion.

5. Create authentic discussions and engagement around the topic – don’t just push it out there.

When you post an article, don’t expect it to fly by itself. Start meaningful discussions on LinkedIn and wherever it appears that will continue to broaden the conversation, even if folks never read your article that spurred these discussions.

Don’t "push" your material with only the thought of what you can get out of it. Engage from the heart with your readers, post an intriguing question that your material brings up and respond to their comments and feedback. Be highly active in the discussion threads. It takes time, but if you really want connection, you have to be present, open, and thoroughly committed to conversation. And you have to come from the place of being curious, not just the "expert."

6. Build a large list on your website or blog of loyal followers who love what you have to say

One key ingredient that has helped me in my business and writing is building a sizable subscriber list and doing the work of growing and serving it. Building a following here on LinkedIn has been a rewarding process in every way as well, and taught me so much, about myself, my work and what people are most deeply interested in and drawn to.

There are numerous ways to achieve this, and they’re not overnight steps, but the result is powerful. Build your tribe of people who resonate deeply with your teachable point of view and your voice, and connect authentically with your messages.  

7. Finally, always be of service first

Finally, come from a mindset of helping and supporting others. Be a generous giver, and don’t publish articles with your hand out asking, “What’s in this for me?”

Follow what your community cares about, and give them potent info that will move them forward in their lives.

Brainstorm new ways that your expertise will help people thrive, grow, enjoy life, make more money, build healthier habits, forge stronger relationships — whatever it is that you want to help with. Turn your “mess into a message” and be authentic and real in your writing, but keep uppermost in your mind the idea that your writing should be a way of expressing your unique voice in ways that are of service to others.

For more about building your own authentic thought leadership, visit Kathy Caprino's Thought Leadership program and resources, and subscribe to her Forbes column, personal blog, and her Finding Brave podcast.