This was exactly the same lesson I’d learned as a teenage gaming blogger: when I wrote about niche topics, viewership was mediocre. But when I wrote … - Nicolas Cole

When people read online, they don’t actually “read.” What they do is skim. Browse. Scroll. They let their eyes gloss over the words, and if something compelling catches their eye in the first two, five, maybe ten seconds (a word, a subhead, a phrase), then they’ll stop skimming and start reading. But you better believe as soon as momentum in the writing starts to slow, they’re gone. They’ll swipe back to their social media feed and be neck deep in Memeville in a millisecond.

Success is a decision you make on a daily, hourly, and even moment-to-moment basis.

Categories are how we organize information in our minds. Know your category and you’ll know where readers “fit” you into their own minds.