It doesn't matter what you write if you do this

That subject line is a sweeping statement. It doesn't matter what you write if you're FUNNY. I rarely visit sites more than once. But any writer who makes me laugh converts me into a regular. Take John Grisham for example. Decent writer. Good plotter. He takes his novels to the next level because they are funny. He pokes fun at big law and does so with an irreverence that's often hilarious. Don't get me wrong, Grisham won't have you laughing with every page. He writes plotters after all. But here and there you'll laugh if you appreciate his style of humor. Humor is ONE way to make your site stand out... even your run-of-the-mill review mills. Suppose you want to buy a new chainsaw... A reasonably big purchase. More importantly, when buying potentially maiming equipment, you want something good and safe (as safe as chainsaws can be which is not very). You read through the usual schlock online. You arrive to review site number three and the writer kicks off the intro in a way that makes you laugh. It doesn't have to be a joke. It's just humorous writing. That emotional response you have will endear you to that writer and website immediately. How can it not? You just might end up on a detour reading more of the site because it's entertaining. I guess if that happens it defeats the purpose the writer had since they're hoping you click on some of the 865 affiliate links they have on the page. As an aside, it's been proven that 865 affiliate links is the magic number for optimal affiliate conversions. It amounts to every other word. You check out other articles. They're also amusing while offering sound chainsaw-buying advice. But chainsaws aren't this power-tool-lover's only specialty. There are reviews for wood chippers, power nailers and power saws. Wow, this person likes dangerous tools. That's cool. You check out the About page. Not surprisingly, the publisher has 8 fingers. He holds up his hands proudly. Not exactly a ringing endorsement to get you to buy the stuff but on the flip side you know he's actually testing the stuff he reviews. At this point, you will forever remember this site. It's funny. It's a bit disarming. It's all about the most dangerous tools in the world. The publisher lost two fingers for it but is clearly a good sport about it. Branded? you bet it is. I'm not suggesting you need to lose a digit or a limb to brand your site. Please don't. What this almost absurd example gives you is an example of how you can make your site stand apart. Humor + shocking = brand. That's certainly not the only formula. Other shocking examples? Personal finance site by someone who had 7 cents to their name and now has $ 8 million in 30 days. You're mightily impressed, so much so you drop $47 for the course. You purchase with glee, excited at the prospect of having $8 million days. You download the PDF and disappointingly learn that their brilliant personal finance strategy boils down to a silly 20-year methodology for picking lottery numbers. I'm veering off but doing so hoping to make a point (as much for me as you). Make your writing stand apart in some way. Humor works but not everyone can be funny and funny isn't always pulled off in an article. Shocking or surprising is very effective. Will all this alone make a brand? No, but it's a good start. Having a good website name helps. If our 8-fingered blogger above named his website "power-tool-reviews.com" it's not likely you'll remember it no matter how funny or shocking it is. What other ways can you stand out? Stunning photos Funny videos Cool setting - suppose our 8-fingered blogger also had the most amazing home shop you've ever seen. That would stand out. People into tools would remember. Hacks - people remember hacks. I know I do. If you can include a GIF hack or a few images revealing a cool hack, that resonates with readers. Surprising statistics - this is something anyone can get. For example, while writing this I researched "most dangerous tools". Forbes, the well-known business publication, had the [top-ranking article]() as a business publication should. Regardless of that little jab masking my jealousy, for each tool listed, it didn't drone on why it's dangerous. It told stories and set out statistics of people dying and getting hurt by the tools. Yes, macabre but very effective. For example, while you might guess that the wood chipper is the most dangerous power tool, it's not. Power nailers send 37,000 people to hospitals annually. Chainsaws are a close second. Wood chippers were last on the list. I'm certainly relieved to read that for when I help out at the annual Christmas tree chipping fundraiser for my kids' school in January. What surprised me was that snowblowers made the list. I guess people just can't resist sticking their hands in it to clear out ice jams. Provide insane value - I know you're thinking to yourself that this is what you do. My hunch is nope, that's not what you do. Have you read [DCRainmaker reviews](=)? That's insane value. Don't take this personally. I don't come close to going into the level of detail DC does with anything I write. He's a data junky. His readers love him for it. I'm into fitness tech and while I appreciate his testing, there is no way I'm reading all 12,000+ words of his reviews. Anything unexpected that makes visitors stop and appreciate it. That's what will attract and retain their attention. And that's where you place an equally enticing email sign-up form. Seriously, if you read something funny or shocking and there's an email sign-up form that promises something just as good, you're going to sign up because you want more. It's a process No writer perfects any of this stuff. It takes time. Give it a shot. You might surprise yourself with just how well you can set your site apart with a bit of effort. Jon Fatstacksblog.com P.S. I'm not 100% sure yet as to the best blogging strategy going forward after the hat trick of Google updates recently but I'm forming some ideas. All of it leans toward creating a brand. Easier said than done, that's for sure. If that's the case, and that's what seems to work going forward, I will write more about that cause that is what I'll be doing. P.P.S. All of the above applies to video content as well. P.P.P.S. Do NOT put 865 affiliate links on your page. That was a joke pointing out how we affiliates really, and I mean really, want to ensure every visitor clicks a link. If you've been adding aff links to every other word the last 30 minutes, stop. Clearly, the joke failed. [Unsubscribe]( | [Update your profile]( | 2016 Hill Drive, North Vancouver, British Columbia V7H 2N5