We judge people by how they look. It’s an everyday occurrence, no matter how unfair. But what if appearances didn’t matter? What if we could just say what’s on our minds and not worry about clothes, hair, makeup? Okay, so if I told you to turn up for your next job interview wearing pyjamas, you’d think I was nuts. Rightly so. On the Internet, however, appearances count for a lot less. Steve Pavlina, Matt Cutts, Seth Godin. Between them they author three of the most popular blogs on the Internet, each with an Alexa rank under 10k. Now I’m sure you’ll agree that their site designs aren’t anything to write home about (although in Steve’s case, you might actually want to write something). Yet this doesn’t stop an increasing number of people flocking to read what they’ve written. “But these guys aren’t the norm.” you might say. Or, “I don’t have the voice to attract their numbers.” Steve, Matt, and Seth are no different from either of us. Set your mind to it and you can go wherever you want to go. The next time you’re putting off a blog post until you get your design “just right”, scratch that idea. It’s what you say that matters most.