How do you write what people actually want to read?

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Step 1: Accept the fact that the overwhelming majority of people don’t want to (or like to) read. The only items I put up in paragraphs (these days) are book reviews. People will read reviews to know what a book says without having to actually read it. The book review is considered the lesser of two evils by those who don’t love reading.

Step 2: Read anything that’s more than a few punchy lines for the “reader.” (i.e. use audio files or YouTube-style video segments.) 

Alternatively: Don’t give a rat’s ass and write for yourself.