Here’s something kinda weird but totally true: the article that makes or breaks you isn’t the one that gets the big splash, the viral shares, or the momentary spike in readers.
Nope. It’s the second one.
This article builds on the wisdom shared by Ben Thompson, who is a great writer and one of the most insightful people I’ve ever read.
Think about it — someone stumbles across your writing, maybe through a retweet, a friend’s recommendation, or just blind luck.
That first piece? Sure, they like it. Maybe even love it. But if they move on and never come back, what’s the point?
The second read is the real test. It’s what tells them, “Hey, this person’s got something worth sticking around for.” It’s the moment they go from random passerby to a potential fan.
And if you miss that chance? Well, good luck trying to get their attention again in the endless scroll of the internet.
So, how do you make sure your writing isn’t just good, but addicting? Let’s get into it.
1. Quantity Gets You to Quality (Even When It Feels Like You’re Writing Junk)
Alright, so a lot of people get caught up in trying to make every single piece perfect. And by perfect, they mean agonizing over every word, tweaking every phrase, rewriting the same intro 17 times. But let’s be real — that’s a losing strategy.
The people who actually break through? They just write. A lot.
Ben Thompson, for example, has cranked out what amounts to 50 or 60 full-length books in the last decade. Is every single thing he’s written a masterpiece? Probably not.
But the sheer act of putting words on the page, day after day, has made him sharper, faster, and, frankly, unavoidable.
What You Should Actually Do:
• Stop overthinking and just hit publish. Half the time, the audience decides what’s good anyway.
• Write like you’re talking to a friend. If it sounds stiff, you’re trying too hard.
• Set a deadline that forces you to put something out. Daily, weekly — whatever makes you nervous but not sick.
2. If You Don’t Tell a Story, Nobody Cares (Even in “Serious” Writing)
Here’s something a lot of smart people get totally wrong. They think great writing is about being right — about having the best data, the sharpest analysis, the most airtight argument.
But here’s the truth: logic alone won’t keep people reading.
Stories will.
Ben Thompson’s piece on the Disney-Charter fight? He didn’t just drop straight into corporate drama. Instead, he started with the history of the first commercial satellite. A totally different topic, yet it pulled readers in. By the time they got to the business part, they were already hooked.
How to Actually Make This Work for You:
• Start your piece with something unexpected — a weird fact, a personal memory, an old historical event that weirdly ties in.
• Write like you’re leading someone down a hallway full of doors. Open one, pull them through, make sure they’re curious about the next.
• Don’t just tell them what happened. Make them feel like they’re in it.
3. The Internet Rewards Consistency, Not Just Talent (But Most People Quit Too Soon)
A big mistake people make? Thinking one good article is enough to make them matter. Hate to say it, but that’s not how it works.
The writers who actually build something? They create a habit. Not just for themselves, but for their readers.
People don’t just follow Ben Thompson because he’s smart. They follow him because they expect him. They’ve built his writing into their routine. It’s a mental bookmark.
How You Can Steal This Playbook:
• Train your audience to expect you at certain times. Make your publishing schedule predictable, even if the content isn’t.
• Think of your work as less of a one-off event and more of a daily or weekly appointment.
• The first time someone stumbles across your stuff, make sure they have an easy way to find more. Links, email sign-ups, whatever keeps them in your orbit.
4. Deadlines Are Magic (Especially If You’re a Chronic Procrastinator)
You ever notice how school papers somehow always got written the night before they were due? That’s not because you suddenly became a genius under pressure. It’s because deadlines bully your brain into focus.
Ben Thompson literally forces himself to publish something every day. That means even when he’s tired, unmotivated, or just wants to doomscroll Twitter instead, he still writes.
And guess what? That discipline is the reason he has one of the most successful paid newsletters on the planet.
How to Stop Being a Perfectionist and Start Writing Faster:
• Pick a deadline and make it public. Announce your publishing schedule so you can’t back out.
• Trick yourself with fake urgency. Pretend your deadline is hours earlier than it really is.
• Write first, edit later. Don’t get caught rewriting the same sentence before finishing the first draft.
5. The One Thing Every Great Article Has: A Strong Hook
Ever notice how some articles suck you in immediately while others feel like they take forever to get to the point? That’s because the best ones nail the opening.
If your first few sentences aren’t interesting, nothing else matters. The reader is gone.
How to Write an Intro That Makes People Stay:
• Start with something weird, punchy, or intriguing. No one cares about “Today, I want to discuss…”
• Make them ask a question. If your opening makes the reader curious, they’ll keep going just to get the answer.
• Loop it back at the end. A good conclusion circles back to the intro, tying everything up in a satisfying way.
6. If You’re Writing for Everyone, You’re Writing for No One
Most people play it too safe. They write vague, middle-of-the-road stuff that could apply to anyone. But guess what? If something applies to everyone, it’s boring.
The internet doesn’t work like that. You either go big, or you go niche.
Ben Thompson writes for a very specific audience. Not casual tech readers. Not your grandma who just got an iPad.
His subscribers are business and tech professionals who care about deep analysis — and they pay good money for it.
How to Stand Out Instead of Blending In:
• Write for a specific type of person, not “everyone who likes tech” or “people interested in business.”
• Be OK with some people skipping your work. If your writing speaks strongly to the right people, that’s all that matters.
• Give people a reason to pay attention. If they don’t feel like they need your insights, they won’t come back.
Final Thought: Just Write More, and Write Better by Accident
At the end of the day, people overcomplicate writing. They act like it’s this mystical, impossible thing that requires years of practice before they can even start.
It’s not.
Just write more often, tell better stories, set deadlines, and don’t be afraid to take a stance.
That’s it. That’s the formula.
Now go write something your future fans will actually come back for.