And now for something completely different
"Myth Number 2:
Blog readers are thoughtful.
No, they aren't that's why they are at your blog in the first place.
If fact, neither are bloggers. That's why you are blogging in the first place.
You are not now, nor have you been, nor will you ever be, a thinker of great thoughts. People don't stop you at the water cooler and ask you to explain Iraq, the environment or the economy. You do not Chair the Philosophy Department at the University of Wallamaloo. Or anywhere else, for that matter. Nor would you be mistaken for the Chair of the Philosophy Department of the University of Wallamaloo. Or anywhere else, for that matter.
And it's important to understand that if you were the Chairman of a Philosophy Department, every one of your readers would be somewhere else, reading someone else's blog.
Always remember these facts:
1. People who are truly thoughtful take the time and expend the energy to read books.
2. Serious books.
3. Serious books on serious subjects by learned authors.
4. People who aren't, take in a couple of posts at their favorite blog while the boss is at lunch.
Your audience, in all probability, got through college (if at all) on Cliff's Notes. They are busy people. They have wives to avoid, children to ignore and bars to visit. They don't have time to read 500 pages about the History of the Middle East. They want it in 500 words. 500 small words."