Many authors work diligently to establish and promote their brands. We create websites, blogs, email lists, newsletters and social media accounts –any port in a storm, especially if it’s free.

All that comes to naught, however, if our presentation turns off its intended audience. Exiting your post only part way in does not lead to follow-ups with other targeted messaging; and it certainly does not lead to book sales.

As an occasional reader of websites, blogs, articles etc., I frequently bug out early. Beyond a possibly short attention span, there are reasons I stop reading which, if they affect me, may impact other readers, too. Admittedly, my opinion isn’t all that important in the grand scheme of things. Not even to me! But if you can avoid scaring people off prematurely your efforts may be at least somewhat more effective.

Here are a few of my least favorite things:

1. Pop-ups. Nothing turns me off more than being in the middle of reading something and suddenly being blocked by a pop-up. These are often invitations for newsletters and mailing lists. At least I think so, though I’m usually gone before I’ve had a chance to read them.

2. Too Much Stuff. Crammed web pages assume their readers will be so interested in what you have to say that there is no such thing as too much information. Some may call this wishful thinking. I call it delusional.

3. Posts that Do Nothing But Plug a Book. Your book is merely one product of your brand. Readers are more likely to be interested in your book if they are already interested in you, first. Give them something other than a verbose advertisement.

4. Writing for Simpletons. I would explain this one, but I’m afraid it might insult your intelligence!