Comment by mmooss

I think I know the answer, but people don’t want to hear it. Gwern has a kind of formula/structure really effectively markets his blog to the HN audience, which is Not Bad Actually, just effective messaging + giving people what they want.

You can’t really separate the content from its medium, its contex, and its audience if you’re thinking about “why is this successful” (why does the medium express the content n a particular content that works for some particular audience). What the blog post is really about is not “writing” or creating good content per-se, but how to structure content for a blog-like/feed-based medium where you’re competing for clicks, views, attention, participation in external narratives, and relevancy/memorability with an audience mostly looking to be entertained or scratch some curiosity itch.

Gwern has a good formula for that which matched the HN context and audience:

1. Pique interest and grab attention. Give me a reason to click.

2. Let the reader in on the secret, you and me vs all these other idiots. Validate me.

3. Back it all up with sources/references and a post that articulates something the reader already was aware of but fundamentally agreed with. Teach me something but make me feel like “Finally someone who gets it” rather than challenged or threatened.

4. Do the work to actually deliver on the hook. Satisfy my curiosity and give me a reason to come back and share it.

None of this is even necessarily manipulative, it’s just the form that successfully competes in a click-driven market for attention and information (the context). Nobody has to click or read through or share or comment on the thing. Most likely very few will click through to the sources, but they might peep them or be interested to know that they exist. It’s very effective progressive disclosure.

The thing is, this audience REALLY does not want to believe that they can be marketed to or that their decision making is many ways pretty damn emotional/predictable. Gwern does an excellent job validating that for them AND successfully marketing to them anyway. I think that’s the part that’s missing from this post.

The context is completely non-captive, the audience wants to feel smart, and believes that they are “too smart to be marketed to”. Here they are scrolling through an attention market looking for interesting information that they need to be convinced to click, read through, share, and engage with. Why was the link shared and content created to being with, and how did it structure itself to fit its content/audience, and why does a particular structure/messaging work while others don't?

The word for all of that is Marketing. It's just a Good Thing when done right.

I just finished this response to a sibling comment of yours: > Gwern seems to be onto something about how to engage readers. What do you think that is?

I think that people read for different reasons; there are different kinds of readers. I think that there’s a dissonance between the point that he makes in this article and my perception of the rest of his work. That’s all. Of course defending my opinion so that it is received in good faith reveals more than I want to be taken as an assumption about what I think about Gwern the person, but these assumptions are inevitable when we’re talking about writing to incite intrigue in other human beings and how writing is peculiar form of expression and exchange not just of ideas but also of personality.

Some people may read Gwern’s work and find that its informational depth satisfies their interests as readers. “Embryo Selection For Intelligence” sounds like an interesting topic to me, but not interesting enough on its own to make me 1) wait for the page to load because the entire page took approximately 13 seconds to to yield almost 12MB of data and 2) read it all, in the form what is self-described as a “cost benefit analysis” on the issue, which makes it seem like more technical/scientifically-driven piece of writing as far as what we can expect by way of style. [1]

Lots of people on HN, I assume, are of the sort who are indeed engaged by technically-minded expositions on a subject and if they are at all interested in narrative then they reach for fiction writing and may even find non-fiction books that attempt to wind narratives as wastes of time unless they are immediately entertaining. And entertainment is not something that I intend to advocate for. But I suspect that there are a lot of readers on HN who view reading as a means to an end—the information; and the more the merrier and merit-worthy the writing is thought to be.

Gwern discusses a lot of topics. I’m probably sharing my reaction to the stuff that I’ve read from him that I think lacks personality. If my impression of the dominant literary bloc on HN is accurate then maybe I’ve only come across the information-dense-but-stylistically-lacking prose served on a Xanadu’s sled of a web page sort of work of Gwern's.

It’s been 4 hours. I am yet to come across an "Empires Without Farms: The Case of Venice” in his oeuvre.

> If you crack open some of the mustier books about the Internet—you know the ones I’m talking about, the ones which invoke Roland Barthes and discuss the sexual transgressing of MUDs—one of the few still relevant criticisms is the concern that the Internet by uniting small groups will divide larger ones.

Loading in 6 seconds and serving a little more than 4MB of content, "The Melancholy of Subculture Society” seems like a good candidate. [2]

[1] <https://gwern.net/subculture>

[2] <