Blogging is a great way to grow a business, promote a cause, or spread new ideas, because when you take an educational approach to marketing, you gain the attention and trust of people who might otherwise simply ignore old-fashioned advertising. Not only can those people become your customers or converts, they can also become your advocates.
While there are as many ways to approach blogging as there are blogs, some things remain steadfast when it comes to gaining influence and prompting action. Here are the 5 bedrock elements to keep in mind when you blog to persuade:
1. The Law of Value
Your blog must provide value to the reader by addressing a problem, concern, desire, or need that the reader already has. Fresh, original content is critical.
2. The Law of Headlines and Hooks
Your post titles must stand out in a crowded, noisy blogosphere, and you must quickly communicate the value of reading further with your opening.
3. The Law of “How To”
People don’t want to know “what” you can do, they want to know “how” it’s done. If you think you’re giving away too much information, you’re on the right track.
4. The Law of the List
Love them or hate them, informational posts presented in list format are easily digestible, and allow for an efficient transfer of your value proposition to the reader.
5. The Law of the Story
Stories are the most persuasive blogging element of all, as they allow you to present a problem, the solution, and the results, all while the connotation of the story allows readers to sell themselves on what you have to offer.
112 comments... add one
#1 OZaC → 02.01.07 at 3:21 pm
Excellent observations, especially number three and number five? In the long run, you cannot “trick” people into visiting, much less continually reading your blog. You must honestly identify a problem and provide a solution. After you provide value comes number five - it enables you to connect with your readers in a way that makes them realize the website they’re looking it is a vehicle for a human voice, not some machine tossing data at them.
#2 Juan Pastor → 02.01.07 at 3:51 pm
Brilliant. Simple. Super-useful. Thanks for the post.
#3 David Airey → 02.01.07 at 4:10 pm
Useful words Brian.
I came across this article earlier from the Church of the Customer blog. It talks about small businesses and how they should blog.
Relevant I thought.
#4 Timothy → 02.01.07 at 4:31 pm
Blogs are fine for as far as they go– but it is worth asking — who is really reading this page?
The survey I read this week saying only 8% of Americans even read blogs was startling.
Only 20% of Americans read books– so we are really talking about just a few people.
Brian is counting on at least half of us needing help picking up a pen.
Audience will have to grow - or merge with TV and podcasts.
TSC
#5 Buck → 02.01.07 at 4:50 pm
Ahhh, Tim,
Back with more positive energy!!!! Not.
#6 Aaron M. Potts → 02.01.07 at 6:18 pm
I am going to stop reading this blog. Every post leaves me with the reminder that yet again, I am presently doing something the wrong way. :)
#7 Martin Lindsey → 02.01.07 at 7:27 pm
Right on target for me, especially listing for digestibility and a good story to bring some realism and humanity so people can relate to an idea better.
#8 Successful Sites » Blog Archive » 5 Immutable laws of blogging → 02.01.07 at 7:41 pm
[…] It’s a day for numbers here on Successful Sites. From Copyblogger comes these 5 laws. I’ll write about them in the morning. But for now, just read and enjoy. […]
#9 nejron → 02.01.07 at 7:45 pm
I knew it many years ago…
#10 Andrew Cavanagh → 02.01.07 at 11:12 pm
Excellent post.
Pre-educating your prospects with high quality, high value information is very effective.
And doing it in a way that is appealing and easy to assimilate is also good plain common sense.
#11 The 5 ‘Bloody Good’ Laws of Persuasive Blogging → 02.01.07 at 11:22 pm
[…] However today Brian writes The 5 Immutable Laws of Persuasive Blogging and gives some great foundational ‘laws’ to keep in mind if you’re wanting to build a persuasive blog. […]
#12 John Richardson → 02.01.07 at 11:25 pm
Right on the money, Brian. All five of these have worked well on my blog. The story is really key for me. I find it much easier to tell a story than try to explain something with facts and figures. The story puts the reader in the picture. Outlines and lists are good too, especially if they are accompanied with graphics.
My most popular posts are ones that offer value to the reader, usually in the form of a free download or “how to” information.
If you can create a post that combines all five, you’ll really be on to something!
John
#13 Nate Whitehill → 02.01.07 at 11:26 pm
Great post. I highly agree that stories are the way to go. A well-written story drags a reader in and then you have full command of their attention. Thanks!
#14 RCC Graphic Designs » Blog Archive » The 5 Immutable Laws of Persuasive Blogging → 02.02.07 at 12:43 am
[…] read more | digg story […]
#15 Sherry → 02.02.07 at 12:44 am
I have enjoyed your posts for so long as a subcriber to your feed. They are so informative and helpful to me as I build my readership for Helpful Blogger Resources. I thought it was time to let you know I value your tips and say a big thank you to you. Sherry
#16 Harpreet Chima → 02.02.07 at 12:59 am
I couldn’t agree with #3 more. I hate it when people show off some cool trick but then never explain how they did it.
-http://harchim.importantwebsite.com
#17 Copyblogger: The 5 Immutable Laws of Persuasive Blogging « Techno babble from an IT guy named Harry → 02.02.07 at 1:04 am
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#18 Michael → 02.02.07 at 1:12 am
Certainly some great advice. I run a web site which I try to diferentiate from a typical blog (although I have just added a blog section!) and I have a few people who contribute on a semi-regular basis.
I will be passing on these tips. Thanks.
#19 Mark Shead → 02.02.07 at 1:22 am
The law of How To is especially important for business blogging–particularly for consultants. Many people think that if they tell the client how to do something, the client will do it on their own. I’ve found that when you tell someone “how to” do something they start seeing you as the expert which makes your services even more attractive.
#20 Beta Alfa » Fredag, äntligen → 02.02.07 at 1:52 am
[…] Här är dom, de fem lagarna för ett övertygande bloggande: 1. Lagen om värdefullhet. 2. Lagen om rubriker och krokar. 3. Lagen om “så gör du”. 4. Lagen om listor. 5. Lagen om berättelsen. […]
#21 L0GiX → 02.02.07 at 2:08 am
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#22 Joe Tech → 02.02.07 at 2:14 am
Sound advice! Many of the blog posts that get a lot of attention on digg are how-to’s or other original content. I’m bookmarking this page as a reminder for my future posts.
#23 Webmaster Dome SEO Blog → 02.02.07 at 2:32 am
Brian, I’ve added the 6th Law of Persuasive Blogging. It is, “The Law Of Friendship”. Read my post on it for more details :- http://webmaster-dome.com/?p=101 .
#24 Strive Notes » Friday’s Five — February 2nd → 02.02.07 at 3:33 am
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#25 Sherrilynne Starkie → 02.02.07 at 3:36 am
Your 5 laws made my top 5 today. Sound advice. Thanks!
#26 Mike Levin → 02.02.07 at 5:11 am
HitTail can help bloggers with laws 1 and 2 by turning search traffic to the blog into a sort-of writing topic suggestion box, then helping you formulate the perfect headline.
#27 Kris → 02.02.07 at 5:26 am
Regarding “The Law of Headlines and Hooks” how to give a headline that stands out if you are making a review blog (like mine) ?
I think that the most important information in this kind of blogs is give the title of the “thingy” that you are reviewing, or am I wrong ?
#28 PR Ville → 02.02.07 at 9:57 am
[…] Here’s his latest. Number three grabbed me since that’s normally a perfect description of my frustrations when looking for information on websites. (Click headline for link to article.) The 5 Immutable Laws of Persuasive BloggingFebruary 1st, 2007 […]
#29 Walter → 02.02.07 at 10:19 am
Nice one. I totally agree with the tips there and they are the principles on which I have established my blog. One should make sure that there is some kind of value proposition to visitors. At the same time, there should also be some semblance of the personality of the blogger as humans like to know about the humanity behind each blog.
Do pop by my blog and feel free to comment too!
http://coolinsights.blogspot.com
#30 Todor Christov → 02.02.07 at 11:01 am
Brian, thanks a lot! My top-favorite advice is:
“If you think you’re giving away too much information, you’re on the right track.”
I and my colleagues are running a blog in Bulgarian language - http://www.novavizia.com. For the last 6 months we managed to identify several cases where articles of ours (after some transformation, of course) had been published in one of the most famous Bulgarian business media. All publications were made without any attribution to us and other people were undersigned as “authors”.
Today we had a new case of plagiarism. My wife asked me: “Are you working for the Red Cross?! You write articles for free in NovaVizia.com, other people publish them in popular media and gain various benefits. So? What are you going to do?”
She is right, of course. I started to hesitate a bit… Am I on the right track?
Your message “If you think you’re giving away too much information, you’re on the right track” have helped me to realize that I and my colleagues are really on the right track.
Thank you for the inspiration!
#31 Brian → 02.02.07 at 11:06 am Copyblogger
Well, by “giving away” I mean to your readers… as information marketing.
I don’t think it’s cool that people are stealing and republishing your content, without permission or attribution.
#32 Todor Christov → 02.02.07 at 11:17 am
Exactly!
My logic was: “If somebody is stealing content from your blog, it means he likes the content and the idea behind it.
If strong business media publish the content (without knowing who’s the real autor) - then they like it, too.”
Which means that we are on the right track (to become a really persuasive blog).
Have a great weekend!
#33 Петте неизменни закона на убедителния блог | NovaVizia.com - Издание за мениджмънт, бизнес и развитие → 02.02.07 at 11:30 am
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#42 Andy → 02.02.07 at 9:06 pm
When I saw this LA Times story, I immediately thought of the Law of Headlines and Hooks:
Ersatz Chewbacca succumbs to dark side
“A street performer dressed as Chewbacca from “Star Wars” apparently succumbed to the dark side when he allegedly head-butted a tour guide operator in front of Grauman’s Chinese Theatre in Hollywood, Los Angeles police said today.”
#43 » Blog Archive » links for 2007-02-03 → 02.02.07 at 10:21 pm
[…] The 5 Immutable Laws of Persuasive Blogging | Copyblogger While there’s as many ways to approach blogging as there are blogs, some things remain steadfast when it comes to gaining influence and prompting action. Here are the 5 bedrock elements that you might keep in mind when blogging to persuade: (tags: Blog blogging) […]
#44 Webmaster Dome SEO Blog → 02.02.07 at 11:38 pm
What about my 6th law ? Can anybody give me some thoughts ? I really would appreciate it because I’ve been following this law for quite some time.
By “Law of friendship”, I mean that being friends with your readers has high influence in persuasive blogging. When doing persuasive blogging, its better to be a “buddy” than “blogger” to the reader. What do you think ?
#45 REBlogGirl → 02.03.07 at 12:12 am
This is the stuff that sets apart the boring blogs from the successful ones out there. Thanks for the advice. I particularly like using “the story” angle to clearly show the reader the benefits of a post. It really helps people connect with you.
#46 WebmasterFeed.org » 2007 » February » 03 → 02.03.07 at 1:53 pm
[…] The 5 Immutable Laws of Persuasive Blogging Brian Clark posts 5 bedrock elements for gaining influence and prompting action through blogging (Tags: blogging, social media) […]
#47 Mike Levin → 02.03.07 at 3:15 pm
> What about my 6th law ? Can anybody give me some thoughts ?
There’s already a suggested 6th law above your comment, but I’ll chime in that perhaps it’s the law of OCD (obsessive compulsive disorder). Those with the most time to spend immersing themselves in the blogosphere, familiarizing themselves with everyone and everything they need to know in their space have a distinct advantage. Once you’ve absorbed everything there is to know in your particular space, it’s easy to come up with your own “story”. And don’t forget to try http://www.hittail.com
#48 Laws For Persuasive Copy « Spreading the News → 02.03.07 at 3:55 pm
[…] Laws For Persuasive Copy Brian Clark, who writes one of my favorite blogs, Copyblogger, offers his Five Immutable Laws of Persuasive Blogging. Since blogs are marketing vehicles, these laws make them more effective. […]
#49 Working at Home on the Internet → 02.04.07 at 6:03 am
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#51 5 Laws For Successful Blogs | a bohemian endeavour → 02.04.07 at 4:24 pm
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#53 horsewoman → 02.04.07 at 9:38 pm
walter and all, right on especially about the 6th Law of friendship, especially since we’re in the innkeeping business!. I’m finding that readers are a mix of folks wanting to know about the entrepreneurial side of starting a bed and breakfast as well as about the recipes.
Feel free to partake of fixins’ :)
GP in Montana
http://fishcreekhouse.blogspot.com
#54 Jeff McNeill » Blog Archive » links for 2007-02-05 → 02.05.07 at 8:20 am
[…] The 5 Immutable Laws of Persuasive Blogging | Copyblogger (tags: seo) […]
#55 Chris Kieff → 02.05.07 at 10:37 am
I conpletely agree with the Law of Headling and Hooks. We have a great headline, but for a book, but now there’s a controversy brewing on our site that you and your readers may find interesting.
Recently a billboard advertisement we bought through Clear Channel was removed due to complaints on the use of the word “sucks”.
This has fired up many readers and we would be interested in your opinion on the situation if you can find the time please visit http://www.msco.com/blog/ the-discussion-on-billboards-that-suck
Thanks,
Chris Kieff, Editor Unconventional Thinking
#56 Stephen → 02.05.07 at 11:34 am
I noticed this section of a comment by Timothy
“The survey I read this week saying only 8% of Americans even read blogs was startling.
Only 20% of Americans read books– so we are really talking about just a few people.”
These stats are incredibly important, because they can help focus a blogger’s mind on a key point: his or her market.
It doesn’t matter if only 8% read blogs, as long as a chunk of that 8% are your target market and you are reaching them. It’s the old story - no form of media will be the answer to all your needs, but blogging can be a great way to reach a specific niche. It can also be a colossal waste of time if your targets don’t read blogs.
So, as always, make sure the media is appropriate to the market.
#57 Come attirare visitatori su un blog at Meetingo → 02.07.07 at 3:18 pm
[…] Mi sto facendo una cultura sui blog, grazie Karim che mi llumina con i suoi consigli…allora sto veramente saccheggiando internet per trovare informazioni e ho scoperto un interessante articolo sulle caratteristiche che deve avere un blog per aumentare visitatori cercherò di tradurlo e sintetizzarlo: […]
#58 Ron Killian → 02.09.07 at 8:41 pm
First time here and glad I found it. some great information, I’ll be spending some time on this blog. Thank you.
Sure will give me many things to think about on my blog.
#59 Doc → 02.11.07 at 4:48 pm
Brian, Great post. I was putting together a “Blogging Basics,” more for new readers than writers [http://theyrodeon.blogspot.com/2007/02/some-blogging-basics.html] and had to link to this. Keep up the great work. Doc.
#60 75 Resources That Will Help You Write Better Content · un/popular web culture → 02.13.07 at 4:51 am
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#61 Brendan → 02.13.07 at 1:57 pm
While I fully agree to these laws in a classical sense, I couldn’t help but notice that there are just too many overly persuasive blogs lately. It’s almost like one’s subvertly exposed to these “would-be” blogs, which are created only to push a product, offer a deal or otherwise make its owner money. Not that it’s necessarily evil, but I think a dash of “natural” language and a good story to tell can sometimes do much more than writing a perfectly persuasive blog that doesn’t come across as a blog, but rather as a marketing medium.
#62 Amitai Givertz’s Blogversity Blog · Persuasive Blogging and Linkbaiting: The Theory of Attenuation → 02.18.07 at 7:33 pm
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#64 Rough Guide to Blogging: The Blog » Do You Copy? Over. → 03.06.07 at 4:03 pm
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#68 Sean Moffitt → 03.26.07 at 2:07 pm
Brian,
Every so often I run across a post with real value, to do it in under 300 words in my time-starved world is exceptional value….let’s see if I can apply your wisdom. Kudos.
Follow up: what’s your perspective on brevity vs. lengthiness?
Sean “Buzz Canuck”
#69 SODEVE : » Great Advises on Blogging → 03.27.07 at 1:42 pm
[…] Advises on content of your post: 1. The Law of Value 2. The Law of Headlines and Hooks 3. The Law of ‘How To… […]
#70 gagan → 03.30.07 at 8:37 am
Some things about blogging everyone oughta know
#71 Thomas Hamburger Jnr → 03.31.07 at 1:48 pm
A brilliant synthesis of the things we should bear in mind as we step gingerly into the blogosphre!
I’m focusing my efforts in particular on point 5 - tell a story - by publishing an online novel.
You’re welcome to drop by any time.
Kind Regards
Thomas Hamburger Jnr
#72 The 5 Immutable Laws of Blogging According to the Copy Blogger « Life With Ria → 04.05.07 at 4:19 am
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#76 Las 5 Leyes Inmutables del Blogging Persuasivo → 04.14.07 at 12:10 pm
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#77 Mark Zinj → 04.26.07 at 6:01 am
Thanks! That’s was very helpful information. It made me delete my old posts on my blog and start fresh again.
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#83 Golden Rules of Linkbaiting | Smashing Magazine → 05.28.07 at 7:44 am
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#88 Michael Erik → 07.15.07 at 12:45 pm
Brian,
Glad to see you have Value listed as #1. My Blog captures this line of thinking, with an emphasis of creating a quality product in a Blog. Your Blog has done this and I’ve made it a point to say so at my Blog and link to you because I only link to something of value. Actions speak louder than words. My Blog tries to provide value like yours and the minority of others. It’s time to clean up the Blogosphere, but maybe it will clean itself up by default, via the law of value. All of your other points seem to build on that one. Things not valuable will eventually fall by the wayside. Anyhow, keep up the great work maintaining such a quality Blog!
Michael Erik
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#95 odp → 10.27.07 at 3:45 pm
Well, I gues law #5 is most important after all.
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#97 leo → 11.04.07 at 5:34 am
simple and concise yet very effective tips. thanks!
#98 Lessons Learned About Blogs & Social Media | Internet Marketing Blog → 11.08.07 at 8:19 am
[…] content developer. He also runs Copyblogger, providing tips for successful online marketing. His 5 Immutable Laws of Persuasive Blogging, provides tips for gaining influence in the blogosphere. Anyone who pretends to know me will not be […]
#99 Hamilton Real Estate → 11.10.07 at 1:25 am
Simple post. Very informative!
#100 Best Internet Marketing Blog Posts of 2007 » techipedia | tamar weinberg → 12.28.07 at 11:32 am
[…] The 5 Immutable Laws of Persuasive Blogging (Copyblogger): Brian Clark is my favorite copywriter and proves it by listing 5 laws of persuasive blogging. What elements make blogs successful? […]
#101 Persuasive Blogging and Linkbaiting | Amitai Givertz's Blogversity Blog → 12.29.07 at 9:42 am
[…] came across this post, The 5 Immutable Laws of Persuasive Blogging by Brian Clark who writes Copyblogger. I can honestly say that I must have read hundreds of posts […]
#102 social Media sites :: category wise | Search Engine Optimization → 01.14.08 at 12:53 pm
[…] and start building up other related ideas by association.</li> <li><a href=”http://www.copyblogger.com/the-5-immutable-laws-of-persuasive-blogging/”>The 5 Immutable Laws of Persuasive Blogging</a> (Copyblogger): Brian Clark is my favorite […]
#103 Five Essential Tips To Increase The Value of Your Blog — The Krug Report → 02.13.08 at 4:54 pm
[…] High Quality Content I could go on and on for hours about quality content. But the truth of the matter is. Content begets links, begets traffic,begets revenue, begets success. And that my friends is the conclusion on how to increase value in your blog. Copyblogger is the home of how-to’s in developing good content. Here’s one of my favorite pieces. […]
#104 Freely Articulated Web: Links for the 15th of February - The Free Articulator → 02.15.08 at 8:00 am
[…] The 5 Immutable Laws of Persuasive Blogging - Brian Clark offers a short but useful piece for bloggers. It’s a great read if you’re using blogging as a distribution or promotion tool for your creative work. The third rule is an important one. […]
#105 Amalaki guy → 03.25.08 at 1:54 am
The trick of the headline is indeed the best way to stand out in a crowded field.
#106 5 Immutable Laws of Blogging | Ann Arbor Native Living in Columbus - DavidMark.com → 03.31.08 at 12:09 pm
[…] According to Brian Clark over at Copyblogger: […]
#107 Keeping Tabs » Blog Archive » Analysts and persuasive blogging → 04.11.08 at 2:25 pm
[…] Clark, who writes Copyblogger, put together a great post on The 5 Immutable Laws of Persuasive Blogging. It’s good advice. It reminds us that there’s more to an influential blog than a famous […]
#108 5 законов успешного блоггинга → 04.21.08 at 1:59 am
[…] The 5 Immutable Laws of Persuasive Blogging Ведение блога, […]
#109 Pamps → 04.30.08 at 1:44 am
I just read this article and saw that I’m on the right track by building my other blog. Pamps’ How To Guide which talks about the how to of everything that I learned in the blogosphere. The other tips are as much valuable.
#110 ¿Qué tan persuasivo se ha vuelto tu blog? | Blog en Serio → 04.30.08 at 3:33 pm
[…] Clark nos regala lo que a su parecer son las 5 inmutables leyes del blogging persuasivo, […]
#111 Riccardo → 05.05.08 at 12:27 pm
I think these tips are great!!!
that’s why I’ve already started to follow them….
Pop by my blog (about increasing sales through marketing tips) and feel free to comment too!
http://www.3r.ie/blogs
#112 Niall Devitt → 05.12.08 at 8:04 am
Great advice and I love the blog. Keep up the good work.
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