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I enjoy your new author, Max Rosenthal. He is dynamic and can hold a line of thought - so important with the complexity of the theme he delivers.
I don't know much about sales. I don't know much more about writing either. But one point a writer friend of mine gave me was about pauses and so-called white space in writing.
Max writes like he prepared his words for a speech, and a fine speech it is too! And appropriately illustrated. But it is still a speech. A blog post is different from a speech. The reader has to follow the written words and put their own emphasis and infections on them. As a writer of material for young and sometimes uneducated minds I was taught about white space and pauses.
The newspapers have known about all this for decades. Sue Waters writes about this as the first point in writing good blog posts. What my friend taught me was to write in short paragraphs using short sentences and commas where needed, breaking the text up further with headings where appropriate.
I often have to force myself to do these things for I forge ahead full speed when I write in draft. I go back over my text and break it up, reshape the sentences and break the text into appropriate paragraphs. It takes a bit of time but it is often worth the effort. People like short sentences when they make sense in a paragraph.
That's my two cents worth, Ken. I'm just a beginner blogger too. But I've been a writer for much longer.
I hope I'm not out of place with this comment ;-)
Ka kite
from Middle-earth
Max