Actually, nabbing my attention is the first step. If the title does its job, you’ll have 3 additional seconds to captivate me with a short overview. That trusty brand identity won’t help here. I won’t be swayed by a familiar logo¹. Nothing sets you apart other than the power of of your words. Craft them carefully.

Here are a few things to keep in mind as you contemplate phrasing your next batch of RSS fed articles:

You’re on a level playing field. Your competitors can afford digital billboards on Times Square? They’ll get no such space in a feed reader. Here, your updates share prevalence. In fact, you may have the proverbial digital billboard if your brand attitude allows the use humor and creative language that would scare the socks off corporate giants. In an RSS feed, it’s not about who has the biggest billboard or the most bling. It’s about knowing your readers and using creativity to establish a connection.

Don’t be annoying. Case in point: Some genius at CNN decided their feed should be set apart by adding empty lines (white space) to the end of each article summary. Said genius earned CNN a one-way ticket out of my feed reader. Someone tell me if they get their act together. Maybe I’ll invite them back.

Don’t make the same mistake. Readers subscribe to RSS feeds for a reason — information summarized in a central location with dependable consistency. Pull gimmicks to make yourself stand out and you’ll find yourself kicked out.

Don’t be a tease. Nothing makes me smile like an article offered in its entirety via RSS. If you’re not in the business of making money directly from your site, consider feeding more than just a teaser. If I’ve subscribed to your feed, I know who you are and I value what you have to say. Branding-wise, you’ve won me over. Messages need not be slathered in logo sauce at this point. Offering content outside the confines of your site demonstrates not only consideration but confidence in your brand.

Don’t be a trickster. If I’m forced to leave my feed reader, what I find on your site better be what I’m expecting. It is possible to feed one message then lead readers to another. Just don’t do it.

Be yourself. If your messages are getting lost in the RSS feeding frenzy, they may need a tune up. However, they must remain true to who you are. Don’t use language in your feed that you wouldn’t use on your site or in other media. If your messages are getting lost here, chances are they’re getting lost elsewhere. Admitting you have a problem is the first step to recovery!

Pay you to feed me? OK. Did you know RSS feeds can be restricted to select readers — such as those who’ve paid a fee to subscribe? If your business is sharing intellect, RSS can be profitable.

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1. Some feed readers feature a site’s URL bar icon/logo. Most do not.