This is dead on.
Some of the advice — for example, “be charming” and “don’t be too original” — is a bit nuanced for writers just trying to get it done already– I’d say they’re Level II. Level I is solid: Use short sentences, and omit every word you can.
I would, however, like to point out that SOME bloggers use convoluted sentences and sesquipedalian vocabulary NOT in the vain hope of being perceived as more intelligent than they really are, but because, as Dr. Seuss would have it, “These things are fun. And fun is good.”
11 Ways to Bore the Boots Off Your Readers
The 11 most common mistakes bloggers make that bore the hell out of their readers. And of course, if you prefer to engage, entertain, and entice your readers … just turn these around, and make your content really work.