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To me, blogging is much like a regular website where (ideally) you have to establish a sense of belonging with the surfer - like a concert-goer with a backstage pass to hang out with the band after the show. Let them think they're getting a peek behind the curtain (so-to-speak) and that they're part of the 'family'. Treat them as though they're part of the exclusive in-crowd.
Think of it in terms of an old Cheers episode...where they can feel comfortable and at-home with the familiar surroundings. People enjoy a sense of community and belonging - even if its merely in an online setting.
Try and put yourself in their shoes...and think in their terms and perspective, and consider what factors would keep you coming back on a regular basis.
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