The Mind-Numbing Banality of Sameness

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Mind numbing

When you start blogging, you usually do it for one of two reasons – you have something to say and want to share it, or you read other blogs and enjoy how they can be used for growing a brand; a business; a mindset; and more.

Often these two criss-cross with each other. Other times they’ll work alongside other goals – to sell products and services; to act as a lead generation platform for your business; or to be a place where your “business voice” can be relaxed, and you can be just another person.

Because of this, blogging is one of the longest-running and most popular forms of social media (regardless of what the Twitter and Facebook faithful would have you believe).

Of course, the problem with any form of popularity is that it can often be connected to banality and sameness.

Longevity and The Power of Oomph

When I first started blogging – oooh, many years ago – the landscape was very different.

Bloggers were viewed as quirks of nature, and/or frustrated writers. Yet some of the best writing around was being published, since the attention span didn’t have to be geared towards 140-characters or compete with a thousand social networks. Because of this longer attention span, the quality over quantity issue was never in doubt.

Now, though, as many bloggers look to grab book deals and be seen as the go-to-guy for sponsored posts and brand advertisements, a lot of blogs have become part of the sameness malaise. Honest viewpoints are being diluted and replaced by points of view that are geared towards satisfying the masses, as opposed to being a strong opinion that cuts through hype and spin.

Bloggers that were very different ten, five and even just one year ago are now rehashing the thoughts of others, or offering lazy posts knowing that the title and pop culture content will attract the social shares that makes the blogger seem important.

Plus ça change.

Newness and Introspect

Thankfully, there are some great voices around that are countering this blandness.

Folks like Geoff Livingston, Olivier Blanchard, Dan Perez, Gini Dietrich, Marcus Sheridan, Ingrid AbboudJoey StrawnDino Dogan, Jk Allen, Mark Harai and Srinivas Rao are writing some of the best blog posts on the web today. And there are many more like them.

They write from the heart, and they write non-fluff viewpoints that can often make you feel both uncomfortable and wanting to shout a “Hell yeah!” in equal measure. And to me, that’s what great blogging is all about.

It’s bloggers like the ones mentioned above, and those who I’ve watched turn from great to good to meh, that’s made me think about this blog in the last few weeks.

Danny blog thoughts

While a large part of this blog is steeped in social media and how it can be used in the bigger picture (personally or from a business point of view), at heart I’m a storyteller (or at least that’s my goal). I like the human angles of social media, and how it can play a big part in shaping people’s lives. It’s one of the reasons behind the tagline of the blog.

But, to a degree, there’s only so much you can say about social media before it just blends into all the other social media blogs that are out there. Some are good; others, not so much.

And, while it might be nice to have tens of thousands of subscribers – and it’d be fairly easy to attain this with popular and continuous Top 10 or List posts – that’s never been a goal here. I’d rather have the involved community that’s here as opposed to ten times the subscribers but a less questioning community.

So. Over the next few weeks, I’ll be doing a lot of thinking about how this blog continues. Like I say, I’m big on human stories and storytelling in general (something that an imminent ebook will probably show). Social media is just one part of how people use the web – and I’m more interested in the people than the tools.

I thank you for being with me so far; and here’s to you still being interested enough to continue as I look to really define this blog’s position. Here’s to moving forward.

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About Danny

Danny Brown is Chief Technologist at ArCompany, helping clients turn social media intelligence into business results. He’s the co-author of Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing, described as "the book that will change the way we do business today." He’s an award-winning marketer whose delivered results for organizations like Microsoft Canada, BlackBerry, FedEx, Ford Canada and LG Electronics, and his blog is recognized as the #1 marketing blog in the world by HubSpot.

240 comments
Margie Clayman (@margeclayman)
Margie Clayman (@margeclayman)

Unfortunately I'm coming to this post a bit late, but before seeing it, I wrote a post that sort of reflects on the same theme.

It seems a formula for success has been established in Social Media without us really noticing. You grow a big blog, turn your posts into a book, go on a big speaking tour which in turn grows your blog more, and on and on. The problem with this formula is that because so many people are striving for the same exact goal, they are looking at posts that have rocketed other people up and are saying, "Oh, ok. I'll write a post like that."

I think eventually readers will create a backlash against this culture of sameness, if not by leaving the blogosphere then at least by stopping the clicks on ads and affiliate links. It is not a sustainable model for Social Media as a whole, however. That's for sure.

Danny
Danny

Great points, Margie,.

You know what it reminds me of? The big video game crash of the 80's. There were some originators then leaders, and then copycats.

Once a successful formula had been created, it was adhered to because that's what sold. Except it didn't.

Like you mention, I can see a lot - and I mean a LOT - of similarities here. Time will tell, I guess...

Margie Clayman (@margeclayman)
Margie Clayman (@margeclayman)

Unfortunately I'm coming to this post a bit late, but before seeing it, I wrote a post that sort of reflects on the same theme.

It seems a formula for success has been established in Social Media without us really noticing. You grow a big blog, turn your posts into a book, go on a big speaking tour which in turn grows your blog more, and on and on. The problem with this formula is that because so many people are striving for the same exact goal, they are looking at posts that have rocketed other people up and are saying, "Oh, ok. I'll write a post like that."

I think eventually readers will create a backlash against this culture of sameness, if not by leaving the blogosphere then at least by stopping the clicks on ads and affiliate links. It is not a sustainable model for Social Media as a whole, however. That's for sure.

Margie Clayman (@margeclayman)
Margie Clayman (@margeclayman)

Unfortunately I'm coming to this post a bit late, but before seeing it, I wrote a post that sort of reflects on the same theme. It seems a formula for success has been established in Social Media without us really noticing. You grow a big blog, turn your posts into a book, go on a big speaking tour which in turn grows your blog more, and on and on. The problem with this formula is that because so many people are striving for the same exact goal, they are looking at posts that have rocketed other people up and are saying, "Oh, ok. I'll write a post like that." I think eventually readers will create a backlash against this culture of sameness, if not by leaving the blogosphere then at least by stopping the clicks on ads and affiliate links. It is not a sustainable model for Social Media as a whole, however. That's for sure.

Danny
Danny

Great points, Margie,. You know what it reminds me of? The big video game crash of the 80's. There were some originators then leaders, and then copycats. Once a successful formula had been created, it was adhered to because that's what sold. Except it didn't. Like you mention, I can see a lot - and I mean a LOT - of similarities here. Time will tell, I guess...

Bill Dorman
Bill Dorman

There can be a certain amount of 'sameness' especially in the social media arena. However, everybody has their own story and and are at different points in their journey. Whereas to a veteran like you who has pretty much seen and heard it all, a relative novice might find value in some things that others might take for granted.

I started a blog only for the reason I thought it was what your were supposed to do to engage. I really have no platform, no strategy and the amazing thing to me is people actually stop by and comment.

I don't think I have even come close to finding my blogging voice and certainly not ready to be mentioned w/ the likes of the names above, but it absolutely floors me I can drag a pretty vanilla post out there and have 70 comments on it.

I think it's because people are mainly just trying to be nice to me; I do wonder if its sustainable and if it is, where do I go with it.

You are one of the pied pipers, but I say it in a good way. You have certainly earned it; but I would venture to guess since you have such a loyal following you could pretty much publish anything you wanted to and still get the same numbers.

This is a very dynamic, constantly changing arena and I look forward to watching you evolve as you discover something new and fresh.

Danny
Danny

Hey there Bill,

Completely valid point, mate - something will always be new for someone (heck, Laserdisc is still big in some countries!!) :)

I guess where the post is coming from is that I see it more in bloggers that I truly feel are just posting their views in, as opposed to really pushing the boundaries.

Nothing wrong with that per se, but I'd rather read (and write) posts based on gut as opposed to those based on Alexa ranks and social shares. ;-)

Bill Dorman
Bill Dorman

There can be a certain amount of 'sameness' especially in the social media arena. However, everybody has their own story and and are at different points in their journey. Whereas to a veteran like you who has pretty much seen and heard it all, a relative novice might find value in some things that others might take for granted. I started a blog only for the reason I thought it was what your were supposed to do to engage. I really have no platform, no strategy and the amazing thing to me is people actually stop by and comment. I don't think I have even come close to finding my blogging voice and certainly not ready to be mentioned w/ the likes of the names above, but it absolutely floors me I can drag a pretty vanilla post out there and have 70 comments on it. I think it's because people are mainly just trying to be nice to me; I do wonder if its sustainable and if it is, where do I go with it. You are one of the pied pipers, but I say it in a good way. You have certainly earned it; but I would venture to guess since you have such a loyal following you could pretty much publish anything you wanted to and still get the same numbers. This is a very dynamic, constantly changing arena and I look forward to watching you evolve as you discover something new and fresh.

Danny
Danny

Hey there Bill, Completely valid point, mate - something will always be new for someone (heck, Laserdisc is still big in some countries!!) :) I guess where the post is coming from is that I see it more in bloggers that I truly feel are just posting their views in, as opposed to really pushing the boundaries. Nothing wrong with that per se, but I'd rather read (and write) posts based on gut as opposed to those based on Alexa ranks and social shares. ;-)

Ari Herzog
Ari Herzog

It's ironic (to me) that some of the bloggers writing earlier comments are folks whose blogs I consider part of that echo chamber they despise.

Over on my blog, the header tagline for ~18 months used to include some variant of, "Sharing strategies and tips on social media marketing." As of last month, it now says, "Educator on the benefits of new and emerging media." It will likely shift again.

P.S. Danny, you know you're within the below link, right?

Bill Dorman
Bill Dorman

Question Ari, do you think some of it is because of the arena they choose to play in? It's the only world they know?

Ari Herzog
Ari Herzog

It's ironic (to me) that some of the bloggers writing earlier comments are folks whose blogs I consider part of that echo chamber they despise. Over on my blog, the header tagline for ~18 months used to include some variant of, "Sharing strategies and tips on social media marketing." As of last month, it now says, "Educator on the benefits of new and emerging media." It will likely shift again. P.S. Danny, you know you're within the below link, right?

Bill Dorman
Bill Dorman

Question Ari, do you think some of it is because of the arena they choose to play in? It's the only world they know?

Mark Harai
Mark Harai

To say you've been an inspiration to my blogging/ social media journey is an understatement.

The heart you put into your work and the courage you display on behalf of the community is unmatched. You’re a great example to follow: Be yourself - serve others - give abundantly – rebuff the status quo - change the world one subscriber at a time.

I can't wait to participate in the coming chapters of the life and times of Danny Brown - you always take the community on interesting journeys of self-discovery, understanding and growth, with an emphasis on improving the lives of people and the industry as a whole. Sounds like a worthwhile investment of time to me!

Thanks for the love in the too post Danny – you’re encouragement means the world to me and it inspires me to do better… as you always have : )

I’m excited to see where you’re taking us in the coming weeks, months and years my friend : )

Bill Dorman
Bill Dorman

You've really matured quickly Mark and it couldn't have happened to a more deserving person.

Mark Harai
Mark Harai

Thanks for the kind words and support
Bill - you are too cool for school :p

Mark Harai
Mark Harai

Thanks for the kind words and support
Bill - you are too cool for school :p

Danny
Danny

Hey there mister, I really appreciate your kind words and support, fella - you've been there from the beginning, and that means a lot. :)

Here's to those cold ones in Costa Rica, sooner rather than later.

Mark Harai
Mark Harai

To say you've been an inspiration to my blogging/ social media journey is an understatement.

The heart you put into your work and the courage you display on behalf of the community is unmatched. You’re a great example to follow: Be yourself - serve others - give abundantly – rebuff the status quo - change the world one subscriber at a time.

I can't wait to participate in the coming chapters of the life and times of Danny Brown - you always take the community on interesting journeys of self-discovery, understanding and growth, with an emphasis on improving the lives of people and the industry as a whole. Sounds like a worthwhile investment of time to me!

Thanks for the love in the too post Danny – you’re encouragement means the world to me and it inspires me to do better… as you always have : )

I’m excited to see where you’re taking us in the coming weeks, months and years my friend : )

Mark Harai
Mark Harai

To say you've been an inspiration to my blogging/ social media journey is an understatement. The heart you put into your work and the courage you display on behalf of the community is unmatched. You’re a great example to follow: Be yourself - serve others - give abundantly – rebuff the status quo - change the world one subscriber at a time. I can't wait to participate in the coming chapters of the life and times of Danny Brown - you always take the community on interesting journeys of self-discovery, understanding and growth, with an emphasis on improving the lives of people and the industry as a whole. Sounds like a worthwhile investment of time to me! Thanks for the love in the too post Danny – you’re encouragement means the world to me and it inspires me to do better… as you always have : ) I’m excited to see where you’re taking us in the coming weeks, months and years my friend : )

Bill Dorman
Bill Dorman

You've really matured quickly Mark and it couldn't have happened to a more deserving person.

Mark Harai
Mark Harai

Thanks for the kind words and support Bill - you are too cool for school :p

Danny
Danny

Hey there mister, I really appreciate your kind words and support, fella - you've been there from the beginning, and that means a lot. :) Here's to those cold ones in Costa Rica, sooner rather than later.

Davina K. Brewer
Davina K. Brewer

Danny -- Keith's point (and my reply to Erica).. on some folks are presenting old stuff in newish ways, you blogged on that not too long ago. That's maybe a step to fight the sameness. As is my reply to Gini, reading some of the banal to know what NOT to do. Per Marcus and John's chat on different types of posts: I've done a few lists, a few general ABC's of topic X for SEO and some rants.

My post against the Twitter auto-DM was just an aggregate post, but I tried to make it new and fun (less same and banal) to make it readable for those who maybe hadn't read any of the other posts I mentioned. Didn't add anything new, but I did make effort to take something old and make it better, less banal. But then I started blogging for a different reason than the 2 you mentioned.. I keep hoping if I share enough love of Apple, they'll put me on the payroll or at least, give me free stuff. ;-) FWIW.

Danny
Danny

Hey there Davina,

See, if only more people WOULD offer a new take on a topic, as opposed to just rehashing, that would be a huge improvement.

Yet so many don't even want to do that, and I think that's where a big part of the frustration comes in. :)

Davina K. Brewer
Davina K. Brewer

True that, true. At times I think.. "no one's written this!" but alas, Google finds someone who has. So best I can do is add to it, explain it with a different, hopefully fresher take. Would that I could find the 'new' more often, am happy when it happens and folks go 'I've never heard of that' .. such a treat. :-)

Bill Dorman
Bill Dorman

Drop an acronym or two and you're good to go....:)

Davina K. Brewer
Davina K. Brewer

Danny -- Keith's point (and my reply to Erica).. on some folks are presenting old stuff in newish ways, you blogged on that not too long ago. That's maybe a step to fight the sameness. As is my reply to Gini, reading some of the banal to know what NOT to do. Per Marcus and John's chat on different types of posts: I've done a few lists, a few general ABC's of topic X for SEO and some rants.

My post against the Twitter auto-DM was just an aggregate post, but I tried to make it new and fun (less same and banal) to make it readable for those who maybe hadn't read any of the other posts I mentioned. Didn't add anything new, but I did make effort to take something old and make it better, less banal. But then I started blogging for a different reason than the 2 you mentioned.. I keep hoping if I share enough love of Apple, they'll put me on the payroll or at least, give me free stuff. ;-) FWIW.

Davina K. Brewer
Davina K. Brewer

Danny -- Keith's point (and my reply to Erica).. on some folks are presenting old stuff in newish ways, you blogged on that not too long ago. That's maybe a step to fight the sameness. As is my reply to Gini, reading some of the banal to know what NOT to do. Per Marcus and John's chat on different types of posts: I've done a few lists, a few general ABC's of topic X for SEO and some rants. My post against the Twitter auto-DM was just an aggregate post, but I tried to make it new and fun (less same and banal) to make it readable for those who maybe hadn't read any of the other posts I mentioned. Didn't add anything new, but I did make effort to take something old and make it better, less banal. But then I started blogging for a different reason than the 2 you mentioned.. I keep hoping if I share enough love of Apple, they'll put me on the payroll or at least, give me free stuff. ;-) FWIW.

Danny
Danny

Hey there Davina, See, if only more people WOULD offer a new take on a topic, as opposed to just rehashing, that would be a huge improvement. Yet so many don't even want to do that, and I think that's where a big part of the frustration comes in. :)

Davina K. Brewer
Davina K. Brewer

True that, true. At times I think.. "no one's written this!" but alas, Google finds someone who has. So best I can do is add to it, explain it with a different, hopefully fresher take. Would that I could find the 'new' more often, am happy when it happens and folks go 'I've never heard of that' .. such a treat. :-)

Bill Dorman
Bill Dorman

Drop an acronym or two and you're good to go....:)

Gini Dietrich
Gini Dietrich

I don't think you write about the social media sameness. I never have. That's why I was attracted to your blog in the first place, and why I continue to read. I don't have to tell you whose blogs I read in the beginning and then quickly unsubscribed. Sometimes those blogger's posts will be distributed throughout the office and I want to scream, "WHY are you guys reading him/her?" But then I realize someone in the office probably should - I just can't do it.

Changing the focus or direction of your blog isn't really necessary. Because, like you said, some of the work you do every day will continue to come through in your lessons and case studies. You're already different. You already have an extremely engaged community. Keep writing the stuff that makes you, you, and you'll keep being successful.

What I do think you should do is take a two week vacation and not blog at all. Let's see if I can finally pass you on the AdAge list. :)

Danny
Danny

So, let me get this straight.

- You're saying I shouldn't change.
- You're saying I shouldn't blog.
- You're saying I should go on vacation for two weeks.

Man, you really want that AdAge spot, huh? ;-)

Thanks, miss, appreciate your support.

Danny
Danny

So, let me get this straight.

- You're saying I shouldn't change.
- You're saying I shouldn't blog.
- You're saying I should go on vacation for two weeks.

Man, you really want that AdAge spot, huh? ;-)

Thanks, miss, appreciate your support.

Davina K. Brewer
Davina K. Brewer

Jumping in, another comment bomb attack (sorry Danny).

"WHY am I reading THAT?!" Well Gini, sometimes it keeps me honest. I follow and read people who don't engage per MY standards, sometimes write the banal or weak and I think.. 'damn, no meat on these bones.' But if I ignore it all and stick to Danny's most excellent list of bloggers.. then it's more sameness, even if it's of a calibre and quality I respect. IDK Gini, some of my strongest or most popular posts have been of the "you're doing it wrong, as this is what I think is the right way" variety. I may not have written them if I hadn't been reading/following certain people. At times it's necessary to call attention to what others may perceive as a standard practice, and say.. not so fast. FWIW.

Gini Dietrich
Gini Dietrich

I don't think you write about the social media sameness. I never have. That's why I was attracted to your blog in the first place, and why I continue to read. I don't have to tell you whose blogs I read in the beginning and then quickly unsubscribed. Sometimes those blogger's posts will be distributed throughout the office and I want to scream, "WHY are you guys reading him/her?" But then I realize someone in the office probably should - I just can't do it. Changing the focus or direction of your blog isn't really necessary. Because, like you said, some of the work you do every day will continue to come through in your lessons and case studies. You're already different. You already have an extremely engaged community. Keep writing the stuff that makes you, you, and you'll keep being successful. What I do think you should do is take a two week vacation and not blog at all. Let's see if I can finally pass you on the AdAge list. :)

Danny
Danny

So, let me get this straight. - You're saying I shouldn't change. - You're saying I shouldn't blog. - You're saying I should go on vacation for two weeks. Man, you really want that AdAge spot, huh? ;-) Thanks, miss, appreciate your support.

Davina K. Brewer
Davina K. Brewer

Jumping in, another comment bomb attack (sorry Danny). "WHY am I reading THAT?!" Well Gini, sometimes it keeps me honest. I follow and read people who don't engage per MY standards, sometimes write the banal or weak and I think.. 'damn, no meat on these bones.' But if I ignore it all and stick to Danny's most excellent list of bloggers.. then it's more sameness, even if it's of a calibre and quality I respect. IDK Gini, some of my strongest or most popular posts have been of the "you're doing it wrong, as this is what I think is the right way" variety. I may not have written them if I hadn't been reading/following certain people. At times it's necessary to call attention to what others may perceive as a standard practice, and say.. not so fast. FWIW.

Ken Jacobs
Ken Jacobs

Danny,
Wherever your newest thinking takes you, I'm sure it will result in value to your readers/followers. But to reinforce one of the comments made above, some ideas that feel "the same" to you, are new, insightful and helpful to many who are a little newer to your blogs and to social media general. Please don't deny them, well, us, your priceless insights and heart-felt tales.

Danny
Danny

Hi there Ken,

Completely agree mate - often we forget that everyone is at different "levels". Thanks for the reminder, mate - I'll definitely keep that in mind, and make sure to have some ideas for (hopefully) everyone. :)

Ken Jacobs
Ken Jacobs

Danny,
Wherever your newest thinking takes you, I'm sure it will result in value to your readers/followers. But to reinforce one of the comments made above, some ideas that feel "the same" to you, are new, insightful and helpful to many who are a little newer to your blogs and to social media general. Please don't deny them, well, us, your priceless insights and heart-felt tales.

Ken Jacobs
Ken Jacobs

Danny, Wherever your newest thinking takes you, I'm sure it will result in value to your readers/followers. But to reinforce one of the comments made above, some ideas that feel "the same" to you, are new, insightful and helpful to many who are a little newer to your blogs and to social media general. Please don't deny them, well, us, your priceless insights and heart-felt tales.

Danny
Danny

Hi there Ken, Completely agree mate - often we forget that everyone is at different "levels". Thanks for the reminder, mate - I'll definitely keep that in mind, and make sure to have some ideas for (hopefully) everyone. :)

michael semmence
michael semmence

Hi Danny,

I work for a charity here in the UK. I am not as talented a writer as you and not even a blogger, so I will keep it short. I just wanted to say how great your posts are to me personally; they lift up my mood every lunch time while munching at my desk!

They are useful and the information that I gather from your blog has enabled useful changes in our social media strategy. I love social marketing and am enthusiastic to learn more and progress in this area, so please keep the blog posts and information flowing!

Danny
Danny

Hey there Michael,

Thank you for the kind words, sir, and coming from someone in a sector I greatly admire, that should really be double thanks (and I'd love to hear more about the charity work you do).

As for talent and writing? That's just semantics, mate - one man's average is another man's awesome copy. I'm not so sure you don't have that in you, too. ;-)

michael semmence
michael semmence

Thanks for replying Danny. That is another great thing about your blog; you always see a personal message. I hope it is sustainable as your blog grows onwards and upwards. The charity I work for is a medical charity concerned with women's imaging - feel free to check it out! www.isuog.org. I work in the marketing/membership area. We also do outreach work to developing countries, training doctors, most recently in Somaliland. It's an exciting time for our area of marketing and I am very happy to be involved in it. This is what pushes us out of our comfort zone (in reference to your next post :)

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  3. [...] says it best in “The Mind-Numbing Banality of Sameness” earlier this week: Bloggers were viewed as quirks of nature, and/or frustrated writers. Yet [...]

  4. [...] relations, social media and marketing. NTTAWWT, but there’s something to be said for fighting sameness and shaking things up a [...]

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  6. [...] couple of my favorite bloggers have talked about the apparent decline in original thought. Danny Brown suggests that popularity can breed sameness in part because of pandering to the masses. Gini [...]

  7. [...] easy to become annoyed with the A-List. The fodder is endless, whether it’s their lack of originality, the ridiculous posturing and [...]

  8. [...] week, two of my favorite people, Gini Dietrich and Danny Brown decided to voice some of their frustrations with the Social Media blogging bubble1 with Danny going [...]

  9. [...] Danny Brown’s battle is against the mind-numbing banality of sameness. How can we avoid all sounding like a blogging Greek chorus? This post will really get you [...]

  10. [...] Danny Brown’s piece on banality and sameness earlier this month encouraged my growing feeling that this blog is too broad, encompassing many of [...]

  11. [...] was. Heck, I’m not even sure there was a specific tipping point – perhaps I just got tired of reading lameness, or felt there had to be a better way. Either way, I’m a lot happier now than I was in my [...]

  12. [...] the middle of 2011, I made a conscious decision to post less frequently, and really ask questions of things in the stuff I wrote about. It made me a better blogger, and [...]

  13. [...] the middle of 2011, I made a conscious decision to post less frequently, and really ask questions of things in the stuff I wrote about. It made me a better blogger, and [...]

  14. [...] the middle of 2011, I made a conscious decision to post less frequently, and really ask questions of things in the stuff I wrote about. It made me a better blogger, and [...]


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