Do you want a wider audience, more subscribers, better conversion to paying customers, fanatically loyal readers, and enviable word of mouth?
You can have all of them by keeping one simple piece of advice in mind:
Treat your readers like dogs.
If you want to teach your dog to sit, how do you go about it?
Any good trainer will tell you that the smart way is to give him lots of rewards and love every time he sits when you say, “Sit!”
It doesn’t take long before he’s waiting eagerly to see what other kinds of instruction you might have. Would you like him to shake hands? Fetch your pipe and slippers? Take out the trash and wash the dishes?
Positive reinforcement makes an ally of your dog. You’re in the same pack. He wants to do things for you. He’s happy and you’re happy.
How to treat readers like dogs
Every time a reader does something you like (read a post, subscribe to your blog, open a message in an email newsletter, etc.), you want to give that reader a reward — a cookie.
(When I say “reader,” I also include podcast listeners, video watchers, etc.)
That’s what I call “cookie content,” and it has three characteristics.
1. Cookie content makes life better
Cookie content makes the reader’s life better somehow. It might be a funny image, a useful tutorial, or just a really good low-carb dessert recipe.
But in some way, large or small, cookie content makes the reader glad she took a few minutes to consume it.
Reference and how-to content make great cookie content. Inspiring, funny, or heartwarming content can work too, if you’re good at it.
If your readers print out your content so they can refer back to it, or bookmark it on Delicious, you’ve got it right.
2. Cookie content can be used right away
The 60-Year Plan for Getting Moderately Well-Off doesn’t tend to make for good cookie content. 10 Things You Can Do This Weekend to Repair Your Credit does.
No, you don’t want to overpromise quick “magic bullet” schemes. But cookie content isn’t about the long term and it’s not about hard work. It’s about fast, simple solutions that people can use right away.
It’s fine to talk about the longer term too. But be sure you have enough quick cookies in your content to keep things palatable. Your readers have enough complexity to contend with. They’re not looking for more in your content.
3. Cookie content tastes good
Cookie content is highly readable. It brings the reader pleasure. It’s often entertaining. It’s well organized, which makes it digestible.
Cookie content uses your best writing skills. Not to show off how smart and talented you are, but to make the content more delicious for your reader.
Easy reading is damn hard writing
~ Nathaniel Hawthorne
Training your readers
In a crowded email inbox or RSS reader, cookie content will tend to attract your reader’s attention first. You’re literally training that reader to consume your content, because the content is beneficial and appealing.
Each time she reads your work, she feels better. It doesn’t take long for you to become a pleasurable habit with that reader. (Even better, you’re 100% fat free.)
Does this mean you never get to promote yourself? Not at all. You can make high-quality offers regularly (and should, if you want to make a living). Just be sure you’re including enough cookies to keep your reader’s attention and interest.
You probably don’t want to create content that consists of nothing but cookies. That can give even the most self-indulgent reader indigestion.
But include enough that you’re always training your audience to open your email, read your blog posts, and pass along your special reports. You’ll find that the more you reward them, the more they reward you.
About the Author: Sonia Simone is Senior Editor of Copyblogger and the founder of Remarkable Communication.
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Following your metaphor… “or how dog would treat us”
SO small snippets of content that are like treats for users…I like it.
This also goes back to the “give before you get” principle. DoshDosh has a good article on this:
http://www.doshdosh.com/give-before-you-try-to-get/
My dog is ALWAYS hungry. And, I know that she loves green beans, so, give the reader what they want.
Good stuff. I like posts that contain things I can do right now, instead of just theory. Practical application is what I pay attention to. So that’s what I write about too.
Thanks for the insightful post!
Keep wondering where that other “dog” article is from a year ago…where is that related posts plug-in?
LOL
Nice job…I AM an animal trainer…
The 60-Year Plan for Getting Moderately Well-Off. lol!
I totally thought this article was going say to talk to your readers like “Who’s a good boy? WHOOOOO’S a good boy?! Yes you ARE! Oh, YES YOU ARE!!”
I love this, perfectly put. People need take-aways that are easy to carry and don’t end up being clutter. Great article!
Great article, Sonia. As soon as I saw the headline of this appear in my inbox I had to take a look!
I will definitely take this approach with some of my future blog posts. Who doesn’t want a quick dose of blog happiness, eh?
David
Thanks for delicious cookie, Sonia.
Thanks guys.
Laughing, @Lawton. Your dog reminds me of those markets who wants something totally different than we thought they wanted.
Ohhhhkkkkay… now I understand why this site so often goes against my thinking blogging/writing DNA. It is a cat-person dog-person thing.
Quite simply, I’d rather stop blogging than think with this mindset. If you think of your audience and yourself as cats, you get a very different kind of blog.
Venkat
Aha! Venkat, I think you actually have hit on it exactly.
In real physical life I’m a cat person, but when I’m communicating with customers, I’m a dog person all the way.
“How to Create Better Content: Treat Your Readers Like Dogs” – Great title! And cute dog!
Thanks for letting me know about how to treat my readers like dogs using this cookie stuffs. Yet another way of attracting the readers!
Caught this link on twitter and glad I did. I’ve been in a slump as of late and this helps me to see things clearer. Thanks for posting!
“Woof!” “Woof!”
Ever see a dog spotting a cat? He must get it at all costs. It’s not logical. It’s visceral.
So, Treat Your Readers Like Dogs by Giving Your Readers Must-Get-Cat Content.
Shane, when I say LOL, you can take that literally.
meow!
I love how in your posts, you always utilize what you teach in your own writing. For example today’s title was totally unexpected and I was compelled to read it because I wanted to see what you had to offer today. As always Sonia, great post.
Hmmm… I’ve been treating my readers more like cats.
I reward my cat just for allowing me to be his human. I know I can’t control (much of) his behavior with treats; I give him treats anyway, whenever he demands… I mean wants them. He’s spoiled rotten, but he loves me. (I think.)
But I believe well-trained readers would be better than spoiled readers, so I’ll take your great advice, Sonia, and get more into the positive reinforcement mode.
Thanks!
wow!! its great to see, good luck!
What an interesting article – and a great quote from Nathaniel Hawthorne ( I’ll now subscribe ) woof woof!
Best wishes from Hamburg, Will
Thanks for the tips Sonia. Having just launched my own blog I can use all the cookies I can get. Woof!
Speaking as a dog lover, this post is great. It’s hard to use a clicker on a reader, but you give some creative ideas!
Sweeeeet! And you know cookies are highly addicting, just what the blog doctor ordered!
Ooh, Deb, I like the idea. No idea how to implement it, but there must be some way.
for you…
http://theredheadriter.blogspot.com/2009/08/secrets-friends-and-sharing.html
Cookie content. That’s new, but I like it! Seems like Copyblogger has so many dogs then
Count me in 
I believe I have made the mistake of too much cookie content. I belive I need to get some special offers in, lol. Thanks.
The same principle works with clients too (oops, are any of mine reading this?).
Reward them for working with you – exceed their expectations, overdeliver, give a little something extra when they don’t expect it, make their lives easier and their biz more profitable – and they’ll be loyal to you even when you raise your rates.
great article it sonia.
It seems that before we write an article we need to think how will this benefit my reader …im learning this copywriting business so im going to consider this in the future.
I shall be back for more tips thanks
richard
I think that I have been doing this on my blog intuitively. I seems like good manners to want to repay someone for even the smallest action.
That’s a great way of thinking when writing. Having the reader in mind has proven to really work for me. You got it all right. Using all the necessary time to understand what the reader/client wants n giving him exactly that.
Btw your dog must be a very happy dog
@Lexi, totally! It kind of surprises me that more businesses don’t try to make it a pleasure each time I contact them. It works.
I put up a poll to determine what readers would like but so far its a three way tie. I need a larger sample. Any suggestions? Most visitor don’t take the couple seconds to click a choice. It’s at survivalstew.blogspot.com
Sonia, I wouldn’t take a course to compare your visitors with dogs for one reason only. You dog has 100% trust in you as a Owner. With the visitors to your site you have to conquer their trust and attention. That’s why here you have to sit on the tale and try to look at the visitor’s eyes without blinking. With your dog it is exactly opposite. Agree?
Great advice. I think I can work on my cookie skills some. I am always afraid of giving too much cookie when writing. Liked it!
@Anatoly, that’s an excellent point! The trust isn’t built in the way it is with a canine pal. Although I also find that cookie content is fabulous for building trust, and the habit of “rewarding” readers works to create great trust and rapport.
@John, since surveys are somewhat limited anyway, I’d just take the one of the three that you like the most and try it, and observe how people respond. Then take #2 and do the same, then #3. Go with more of what gets more response, regardless of what the survey might say.
This was a very interesting and helpful article. When I read the title, I wasn’t so sure, but when I got to the end of the first couple of paragraphs I realized what you meant.
Great headline. If your cookie has a bite-sized action and your reader completes the action, I think two things happen.
Their self-confidence goes up (which feels good) and their trust in you increases.
Your headline is really one of the most attention-grabbing headlines I’ve ever seen. I’ll probably never use it, because in my Chinese culture, to call people a dog is an insult, but that’s why your headline grabbed my attention when I opened my email inbox, only to discover you meant a totally different meaning! Awesome stuff. Thanks Sonia, and triple thanks for your cookies as well!
I felt similarly about this headline to the James Chartrand’s article about blaming Canada. I thought it was going to be slightly offensive but express a message in the post somewhere, and like James you proved me wrong too.
Really good message Sonia and I think a lot of people expect people to want to read there work without any recognition and it doesn’t always work like that. It’s important to reward your readers and those that take the time to hear what you have to say.
“Positive reinforcement makes an ally of your dog.”
“Any good trainer will tell you that the smart way is to give him lots of rewards and love every time he sits when you say, “Sit!”
Err no. Nice hook but these statements show your lack of understand about Dog Behaviour and being an effective pack leader.
Firstly, to ‘make an ally’ of your dog you need to be a good and consistant leader, this means clearly setting rules, boundaries and limitations and immediatly correcting any unwanted behaviour. Giving treats without first providing exercise and discipline will actually unbalance and confuse your dog, and potentially cause behavioural problems.
Treats are not affection, fulfillment is. Walking your dog and asking it to adhere to your ground rules will not only fulfil your dogs intrinsic needs it will also demonstrate that you are the pack leader, allowing it to relax and be releived of the responsibilities of leadership.
Sorry to play devils advocate and I know this is a post about content creation and not dog behaviour but it’s this exact attitude that makes people poor dog owners. Even in your comments you say you’re a Cat person. When you were ‘Creating your better content’ did you do any research on dog behaviour before making such a point?
Your post is offering advice on ‘HOW TO CREATE BETTER CONTENT”. Am I supposed to be reassured by the fact that the premise you based your post on is factually incorrect (or incomplete to say it nicely)? Can I take this to mean that ‘good content’ does not require any research as long as there is a loose connection with a compelling headline?
Right on Sonia, I’m going to give a “live chat” cookie to my new subscribers and regular commentators while they are still viewing my blog. This real-time, 140 character thing has caught on. There’s this new thing called Twitter and………..
-The Professor
I really enjoyed the article…the ideea of treating your readers like dogs is unique and very useful.
Thanx for the tip!
sh*t, my dogs bite back! hahaha… thanks for the article, so refreshing!
What are you on about Jackmo? Sign…..
I write short articles for treats and they work pretty good. Just remember to make them tasty.
A very good tip for the newbies like me as well. Thanks!
Would you like your pipe or slippers??
Tender thanks you for details. It helped me in my task
Reminds me of a great quote from a Green Bay Packer Player (Jim Taylor, I think) about Vince Lomardi:
“He treats us all the same- like dogs.”
I don’t think this ties into your theme though- Can’t imagine we want our customers expressing the same sentiment.
Nice Post.
I think if you get over the awful analogy it could be an interesting post.
And maybe the analogy isn’t awful. I mean, there’s a lot of people “woof”ing in their comments.
Thanks, this is going to help me a lot. Because I am a patient person, I have been using long term content over things to do immediately greatly. I now realize that part of the value of CopyBlogger is that you give us post ideas to write about right now; when we’re battling bloggers block. Thanks so much, I’m going to create some “cookie content” now!