Anita Mathias: Dreaming Beneath the Spires

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How to get more Readers for your blog

By Anita Mathias

Thank you, Seth Godin

http://sethgodin.typepad.com/seths_blog/2006/06/how_to_get_traf.html

How to get traffic for your blog

  1. Use lists.
  2. Be topical… write posts that need to be read right now.
  3. Learn enough to become the expert in your field.
  4. Break news.
  5. Be timeless… write posts that will be readable in a year.
  6. Be among the first with a great blog on your topic, then encourage others to blog on the same topic.
  7. Share your expertise generously so people recognize it and depend on you.
  8. Announce news.
  9. Write short, pithy posts.
  10. Encourage your readers to help you manipulate the technorati top blog list.
  11. Don’t write about your cat, your boyfriend or your kids.
  12. Write long, definitive posts.
  13. Write about your kids.
  14. Be snarky. Write nearly libelous things about fellow bloggers, daring them to respond (with links back to you) on their blog.
  15. Be sycophantic. Share linklove and expect some back.
  16. Include polls, meters and other eye candy.
  17. Tag your posts. Use del.ico.us.
  18. Coin a term or two.
  19. Do email interviews with the well-known.
  20. Answer your email.
  21. Use photos. Salacious ones are best.
  22. Be anonymous.
  23. Encourage your readers to digg your posts. (and to use furl and reddit).Do it with every post.
  24. Post your photos on flickr.
  25. Encourage your readers to subscribe by RSS.
  26. Start at the beginning and take your readers through a months-long education.
  27. Include comments so your blog becomes a virtual water cooler that feeds itself.
  28. Assume that every day is the beginning, because you always have new readers.
  29. Highlight your best posts on your Squidoo lens.
  30. Point to useful but little-known resources.
  31. Write about stuff that appeals to the majority of current blog readers–like gadgets and web 2.0.
  32. Write about Google.
  33. Have relevant ads that are even better than your content.
  34. Don’t include comments, people will cross post their responses.
  35. Write posts that each include dozens of trackbacks to dozens of blog posts so that people will notice you.
  36. Run no ads.
  37. Keep tweaking your template to make it include every conceivable bell or whistle.
  38. Write about blogging.
  39. Digest the good ideas of other people, all day, every day.
  40. Invent a whole new kind of art or interaction.
  41. Post on weekdays, because there are more readers.
  42. Write about a never-ending parade of different topics so you don’t bore your readers.
  43. Post on weekends, because there are fewer new posts.
  44. Don’t interrupt your writing with a lot of links.
  45. Dress your blog (fonts and design) as well as you would dress yourself for a meeting with a stranger.
  46. Edit yourself. Ruthlessly.
  47. Don’t promote yourself and your business or your books or your projects at the expense of the reader’s attention.
  48. Be patient.
  49. Give credit to those that inspired, it makes your writing more useful.
  50. Ping technorati. Or have someone smarter than me tell you how to do it automatically.
  51. Write about only one thing, in ever-deepening detail, so you become definitive.
  52. Write in English.
  53. Better, write in Chinese.
  54. Write about obscure stuff that appeals to an obsessed minority.
  55. Don’t be boring.
  56. Write stuff that people want to read and share.

Wikio

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Filed Under: Blogging, books_blog

Thoughts on Blogging

By Anita Mathias



1) It’s writing without gatekeepers. You put your thoughts out there; if they resonate, you find an audience, readers, “followers.”


2) It is more or less a meritocracy, but it can also be tweaked and cheated like the old system. 


3 Nothing is better for breaking a writer’s block


4) Bloggers who are honest and keep in touch with their souls are probably happier for the exercise.
























Wikio


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Blogs as demanding as toddlers, and monetized blogging

By Anita Mathias

A Blog’s Like a Baby and Monetized blogging

Scary words–“It’s not not fun,” says the editor-in-chief of Jezebel, which today attracts almost ten million hits a month. “But it’s more like the blog is a baby, and it has to be tended to at all times. And the baby might grow up a bit, but it’s never going to get past the age of 2 or 3 in terms of how much it demands of you.”
Anna Holmes of jezebel.com
Being in charge of the sharpest, snarkiest, most popular women’s blog around sounds as if it should be a lot of fun. Anna Holmes pauses and chooses her words.
“It’s not not fun,” says the editor-in-chief of Jezebel, which launched in May 2007 and today attracts almost ten million hits a month. “But it’s more like the blog is a baby, and it has to be tended to at all times. And the baby might grow up a bit, but it’s never going to get past the age of 2 or 3 in terms of how much it demands of you.”
From the spare room of her New York apartment, Holmes oversees blogging on a near-industrial scale as she commissions a team of writers who churn out a new post every 10 minutes for almost 12 hours a day, addressing anything from urinary tract infection vaccines, via dating and stupid celebrities, to the evils of glossy women’s magazines’ airbrushed covers. Typically, a working day will stretch to 11 or 12 hours at her computer.
“I don’t want to say it’s ruined my life – I don’t want to put it that way. But it’s reconfigured it in a way that’s probably extremely unhealthy. A social life? Nah, I don’t have one,” she chuckles. “That’s the problem with the internet: it’s always on.”
MAKING A LIVING BY WRITING ABOUT ONESELF
Heather B. Armstrong
dooce.com 
 Dooce.com was created in 2001 for Armstrong to post musings on pop culture and gleefully acerbic accounts of life as a “recovering Mormon”. When she had her first baby, though, “the blog traffic tripled in one day”: people wanted to know what happened next. So she blogged about everything, from her postpartum depression to mischievous takes on the foibles of daily life.
It was in 2005 that her husband suggested they could make a living if she accepted advertising. “I said, ‘No! No! No!’ I was very scared about the idea of supporting my family with a blog.” But she relented, becoming one of the first professional personal bloggers. Since then, she’s been given a Lifetime Achievement Award at the Weblog Awards, been cited in Forbes’ Most Influential Women in Media list, written books and, now, met the President.
“And some people still reckon, ‘Who does she think she is?’ Which is fair. I was this housewife, and no one in their right mind would have hired me to write about my life,” she says. “So I just did it myself.”

 http://technology.timesonline.co.uk/tol/news/tech_and_web/article7108518.ece
I find this interesting as after turning down the first few offers of sponsored posts, I now do accept sponsorship–mainly from big companies I am comfortable with–Barclays Bank, Paypal, Pizza Hut, Hewlett Packard, and a few advertising campaigns. Basically, I provide advertising space in a blog post, and they pay me–enough for me to keep my blogs running without feeling guilty that I am wasting time on this most pleasurable pursuit. 
I have tried blogging before, but before I monetized my blogs I could not stick it out for more than a week or two. I felt guilty about the time spent on blogging when I could have been doing more lucrative writing. Monetizing my blogs enables me to continue blogging. You were right, Heather Armstrong.

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Filed Under: Blogging, books_blog

Finding Your Own Blogging Voice

By Anita Mathias

Finding Your Own Blogging Voice


I have been writing for a while and have definitely found my own distinctive writing voice. Blogging, on the other hand, was a different ball game–putting up your thoughts on the web, for friend and foe alike, raw, unprocessed, unedited. Wow!


How does one find the voice for that? Not too personal, not too boring, not too pompous or distant. Writing for unseen, anonymous readers.


I have been blogging for almost six months, with some success–top 20 in Wikio UK in both culture and literature, high ranks in technorati, and top blog sites. But I had not found my real voice, me. I was not sharing who I really was, just what I thought.





An accident helped me find my own blogging voice. I wrote a post of great interest to the large Christian community to which I belong. I had 1400 page views within a week, 852 of them unique page views (the rest were repeats because of the 60 or so comments.) 


And as always happens when you have a sudden spike in page views, most dropped off, but not all. My graph of page views was suddenly on another level.




I suddenly had a real audience–people I knew, whom I worshipped with every Sunday, and met mid-week every week. True, I did not know which individuals, but I suddenly felt I had real people reading my blogs, who somewhat knew me, and were interested in what I had to say.


There is nothing like that for finding one’s real writing or blogging voice.




I have now found my own distinctive blogging voice on two of my blogs, theoxfordchristian.blogspot.com and wanderingbetweentwoworlds.blogspot.com. I still need to find my own voice, who I really am, on my third blog, a literary blog called thegoodbooksblog.blogspot.com.


I think of the pop psychology book popular when I was a teen, “Why am I Afraid to Tell You Who I Am.” It goes on to say, “I am afraid to tell you who I am because you may not like who I am, and who I am is all I have.”


So, a truly good blog, a truly interesting one, is written by someone who is not afraid to tell you who she really is. 




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Filed Under: Blogging, books_blog

Second Book Bloggers Meet-Up, Oxford, September 25th, 2010

By Anita Mathias

The Second Book Bloggers Meet-Up

Oxford
 
This is to announce that there will be another Book Bloggers’ Meet-Up on Saturday September 25th in Oxford. Venue and time are tbc, but that should be enough info for now to let you know whether or not you can make it.

We’d love to see as many bloggers as can make it, whether you’ve been blogging for years or weeks! If you’re interested, and haven’t already received emails about it (everyone who emailed about the one in May *should* have been contacted) then let me know on [email protected] – doesn’t commit you to anything, of course.

And do pop all this info up on your own blogs, if you’d like to.

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Blogs and the marginalia of old

By Anita Mathias

“Blogs are the new marginalia, our annotated lives, riffs on our cultural and political patrimony (like this post), asides on the political drama of the day, knowing winks at perpetuity…” from [email protected]



The contribution to civilization of the Irish  “was the preservation of Roman and Greek texts amid the collapse of the Roman empire. The Irish had replaced the Christian tradition of martyrdom with that of “green martyrs,” or monks, whose own recent Celtic roots made them receptive to pagan literature. These monks set about collecting and copying such manuscripts — without censorship — in their remote Irish monasteries, while the barbarians thoroughly brutalized the continent.
These copyists acted as meme-promoters, keeping classical ideas alive until they could once again be let loose on a critical mass of fertile minds in the next renaissance. This is how the memes at the foundation of modern western thought skirted extinction — our knowledge of Plato comes to us through the ages via a thin but sinewy thread that extends through Ireland. Eventually, the Irish monks re-evangelized the continent, and made sure to take the classics with them. By the time the Vikings were raiding monasteries on Ireland, the texts were being kept safe by Irish monks as far afield as Italy.
And while copying was their main task, these monks could not help but populate the margins with annotations, comments, approval or mockery. Cahill writes (in 1995) about what might have motivated them:

[The monks] did not see themselves as drones. Rather, they engaged the text they were working on, tried to comprehend it after their fashion, and, if possible, add to it, even improve on it. In this dazzling new culture, a book was not an isolated document on a dusty shelf; book truly spoke to book, and writer to scribe, and scribe to reader, from one generation to the next. These books were, as we would say in today’s jargon, open, interfacing, and intertextual — glorious literary smorgasbords in which the scribe often tried to include a bit of everything, from every era, language, and style known to him.

That was, effectively, blogging, circa 700 A.D.
Of course, today, we bloggers have been relieved of the task of manually copying the memes we deem worthy of promotion (and disparagement); the cost of copying information is now negligibleIt is even more efficient merely to refer to the texts in question with a link (although at the risk of the link going bad).. Blogs are the new marginalia, our annotated lives, riffs on our cultural and political patrimony (like this post), asides on the political drama of the day, knowing winks at perpetuity…”

BLOG@STEFANGEENS.COM


http://www.stefangeens.com/2003/07/how-the-irish-s.html

Filed Under: Blogging, books_blog

Blogging and slowing down and observing

By Anita Mathias

Blogging, slowing down, observing, and describing what you observe is one way to slow down and return to writing after a period of extroversion

Filed Under: Blogging

A blogging business

By Anita Mathias

I am really enjoying maintaining my three blogs. It is the only writing I’ve done that has provided a regular income, since my writing has always been feast or famine. (The blogs are monetized with ads).

Turning writing, my joy, into a business, has been a joy!!

Filed Under: Blogging

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Recent Posts

  • Using God’s Gift of Our Talents: A Path to Joy and Abundance
  • The Kingdom of God is Here Already, Yet Not Yet Here
  • All Those Who Exalt Themselves Will Be Humbled & the Humble Will Be Exalted
  • Christ’s Great Golden Triad to Guide Our Actions and Decisions
  • How Jesus Dealt With Hostility and Enemies
  • Do Not Be Afraid, but Do Be Prudent
  • For Scoundrels, Scallywags, and Rascals—Christ Came
  • How to Lead an Extremely Significant Life
  • Don’t Walk Away From Jesus, but if You Do, He Still Looks at You and Loves You
  • How to Find the Freedom of Forgiveness
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Runner Up Christian Media Awards 2014 - Tweeter of the year

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Wolf Hall
Hilary Mantel

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Silence and Honey Cakes:
The Wisdom Of The Desert
Rowan Williams

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The Long Loneliness:
The Autobiography of the Legendary Catholic Social Activist
Dorothy Day

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Country Girl
Edna O'Brien

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My Latest Five Podcast Meditations

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anita.mathias

My memoir: Rosaries, Reading, Secrets https://amzn.to/42xgL9t
Oxford, England. Writer, memoirist, podcaster, blogger, Biblical meditation teacher, mum

Well, hello friends! Breaking radio silence to let Well, hello friends! Breaking radio silence to let you know that I have taped a meditation for you on Christ’s famous Parable of the Talents in Matthew 25. https://anitamathias.com/2025/11/05/using-gods-gift-of-our-talents-a-path-to-joy-and-abundance/
Here you are, click the play button in the blog post for a brief meditation, and some moments of peace, and, perhaps, inspiration in your day 🙂
Hi Friends, I have taped a meditation; do listen a Hi Friends, I have taped a meditation; do listen at this link: https://anitamathias.com/2025/04/08/the-kingdom-of-god-is-here-already-yet-not-yet-here-2/
It’s on the Kingdom of God, of which Christ so often spoke, which is here already—a mysterious, shimmering internal palace in which, in lightning flashes, we experience peace and joy, and yet, of course, not yet fully here. We sense the rainbowed presence of Christ in the song which pulses through creation. Christ strolls into our rooms with his wisdom and guidance, and things change. Our prayers are answered; we are healed; our hearts are strangely warmed. Sometimes.
And yet, we also experience evil within & all around us. Our own sin which can shatter our peace and the trajectory of our lives. And the sins of the world—its greed, dishonesty and environmental destruction.
But in this broken world, we still experience the glory of creation; “coincidences” which accelerate once we start praying, and shalom which envelops us like sudden sunshine. The portals into this Kingdom include repentance, gratitude, meditative breathing, and absolute surrender.
The Kingdom of God is here already. We can experience its beauty, peace and joy today through the presence of the Holy Spirit. But yet, since, in the Apostle Paul’s words, we do not struggle only “against flesh and blood, but against the rulers, against the unseen powers of this dark world and against the spiritual forces of evil,” its fullness still lingers…
Our daughter Zoe was ordained into the Church of E Our daughter Zoe was ordained into the Church of England in June. I have been on a social media break… but … better late than never. Enjoy!
First picture has my sister, Shalini, who kindly flew in from the US. Our lovely cousins Anthony and Sarah flank Zoe in the next picture.
The Bishop of London, Sarah Mullaly, ordained Zoe. You can see her praying that Zoe will be filled with the Holy Spirit!!
And here’s a meditation I’ve recorded, which you might enjoy. The link is also in my profile
https://anitamathias.com/2024/11/07/all-those-who-exalt-themselves-will-be-humbled-the-humble-will-be-exalted/
I have taped a meditation on Jesus statement in Ma I have taped a meditation on Jesus statement in Matthew 23, “For those who exalt themselves will be humbled, and those who humble themselves will be exalted.”
Do listen here. https://anitamathias.com/2024/11/07/all-those-who-exalt-themselves-will-be-humbled-the-humble-will-be-exalted/
Link also in bio.
And so, Jesus states a law of life. Those who broadcast their amazingness will be humbled, since God dislikes—scorns that, as much as people do.  For to trumpet our success, wealth, brilliance, giftedness or popularity is to get distracted from our life’s purpose into worthless activity. Those who love power, who are sure they know best, and who must be the best, will eventually be humbled by God and life. For their focus has shifted from loving God, doing good work, and being a blessing to their family, friends, and the world towards impressing others, being enviable, perhaps famous. These things are houses built on sand, which will crumble when hammered by the waves of old age, infirmity or adversity. 
God resists the proud, Scripture tells us—those who crave the admiration and power which is His alone. So how do we resist pride? We slow down, so that we realise (and repent) when sheer pride sparks our allergies to people, our enmities, our determination to have our own way, or our grandiose ego-driven goals, and ambitions. Once we stop chasing limelight, a great quietness steals over our lives. We no longer need the drug of continual achievement, or to share images of glittering travel, parties, prizes or friends. We just enjoy them quietly. My life is for itself & not for a spectacle, Emerson wrote. And, as Jesus advises, we quit sharp-elbowing ourselves to sit with the shiniest people, but are content to hang out with ordinary people; and then, as Jesus said, we will inevitably, eventually, be summoned higher to the sparkling conversation we craved. 
One day, every knee will bow before the gentle lamb who was slain, now seated on the throne. We will all be silent before him. Let us live gently then, our eyes on Christ, continually asking for his power, his Spirit, and his direction, moving, dancing, in the direction that we sense him move.
Link to new podcast in Bio https://anitamathias.co Link to new podcast in Bio https://anitamathias.com/2024/02/20/how-jesus-dealt-with-hostility-and-enemies/
3 days before his death, Jesus rampages through the commercialised temple, overturning the tables of moneychangers. Who gave you the authority to do these things? his outraged adversaries ask. And Jesus shows us how to answer hostile questions. Slow down. Breathe. Quick arrow prayers!
Your enemies have no power over your life that your Father has not permitted them. Ask your Father for wisdom, remembering: Questions do not need to be answered. Are these questioners worthy of the treasures of your heart? Or would that be feeding pearls to hungry pigs, who might instead devour you?
Questions can contain pitfalls, traps, nooses. Jesus directly answered just three of the 183 questions he was asked, refusing to answer some; answering others with a good question.
But how do we get the inner calm and wisdom to recognise
and sidestep entrapping questions? Long before the day of
testing, practice slow, easy breathing, and tune in to the frequency of the Father. There’s no record of Jesus running, rushing, getting stressed, or lacking peace. He never spoke on his own, he told us, without checking in with the Father. So, no foolish, ill-judged statements. Breathing in the wisdom of the Father beside and within him, he, unintimidated, traps the trappers.
Wisdom begins with training ourselves to slow down and ask
the Father for guidance. Then our calm minds, made perceptive, will help us recognise danger and trick questions, even those coated in flattery, and sidestep them or refuse to answer.
We practice tuning in to heavenly wisdom by practising–asking God questions, and then listening for his answers about the best way to do simple things…organise a home or write. Then, we build upwards, asking for wisdom in more complex things.
Listening for the voice of God before we speak, and asking for a filling of the Spirit, which Jesus calls streams of living water within us, will give us wisdom to know what to say, which, frequently, is nothing at all. It will quieten us with the silence of God, which sings through the world, through sun and stars, sky and flowers.
Especially for @ samheckt Some very imperfect pi Especially for @ samheckt 
Some very imperfect pictures of my labradoodle Merry, and golden retriever Pippi.
And since, I’m on social media, if you are the meditating type, here’s a scriptural meditation on not being afraid, while being prudent. https://anitamathias.com/2024/01/03/do-not-be-afraid-but-do-be-prudent/
A new podcast. Link in bio https://anitamathias.c A new podcast. Link in bio
https://anitamathias.com/2024/01/03/do-not-be-afraid-but-do-be-prudent/
Do Not Be Afraid, but Do Be Prudent
“Do not be afraid,” a dream-angel tells Joseph, to marry Mary, who’s pregnant, though a virgin, for in our magical, God-invaded world, the Spirit has placed God in her. Call the baby Jesus, or The Lord saves, for he will drag people free from the chokehold of their sins.
And Joseph is not afraid. And the angel was right, for a star rose, signalling a new King of the Jews. Astrologers followed it, threatening King Herod, whose chief priests recounted Micah’s 600-year-old prophecy: the Messiah would be born in Bethlehem, as Jesus had just been, while his parents from Nazareth registered for Augustus Caesar’s census of the entire Roman world. 
The Magi worshipped the baby, offering gold. And shepherds came, told by an angel of joy: that the Messiah, a saviour from all that oppresses, had just been born.
Then, suddenly, the dream-angel warned: Flee with the child to Egypt. For Herod plans to kill this baby, forever-King.
Do not be afraid, but still flee? Become a refugee? But lightning-bolt coincidences verified the angel’s first words: The magi with gold for the flight. Shepherds
telling of angels singing of coming inner peace. Joseph flees.
What’s the difference between fear and prudence? Fear is being frozen or panicked by imaginary what-ifs. It tenses our bodies; strains health, sleep and relationships; makes us stingy with ourselves & others; leads to overwork, & time wasted doing pointless things for fear of people’s opinions.
Prudence is wisdom-using our experience & spiritual discernment as we battle the demonic forces of this dark world, in Paul’s phrase.It’s fighting with divinely powerful weapons: truth, righteousness, faith, Scripture & prayer, while surrendering our thoughts to Christ. 
So let’s act prudently, wisely & bravely, silencing fear, while remaining alert to God’s guidance, delivered through inner peace or intuitions of danger and wrongness, our spiritual senses tuned to the Spirit’s “No,” his “Slow,” his “Go,” as cautious as a serpent, protected, while being as gentle as a lamb among wolves.
Link to post with podcast link in Bio or https://a Link to post with podcast link in Bio or https://anitamathias.com/2023/09/22/dont-walk-away-from-jesus-but-if-you-do-he-still-looks-at-you-and-loves-you/
Jesus came from a Kingdom of voluntary gentleness, in which
Christ, the Lion of Judah, stands at the centre of the throne in the guise of a lamb, looking as if it had been slain. No wonder his disciples struggled with his counter-cultural values. Oh, and we too!
The mother of the Apostles James and John, asks Jesus for a favour—that once He became King, her sons got the most important, prestigious seats at court, on his right and left. And the other ten, who would have liked the fame, glory, power,limelight and honour themselves are indignant and threatened.
Oh-oh, Jesus says. Who gets five talents, who gets one,
who gets great wealth and success, who doesn’t–that the
Father controls. Don’t waste your one precious and fleeting
life seeking to lord it over others or boss them around.
But, in his wry kindness, he offers the ambitious twelve
and us something better than the second or third place.
He tells us how to actually be the most important person to
others at work, in our friend group, social circle, or church:Use your talents, gifts, and energy to bless others.
And we instinctively know Jesus is right. The greatest people in our lives are the kind people who invested in us, guided us and whose wise, radiant words are engraved on our hearts.
Wanting to sit with the cleverest, most successful, most famous people is the path of restlessness and discontent. The competition is vast. But seek to see people, to listen intently, to be kind, to empathise, and doors fling wide open for you, you rare thing!
The greatest person is the one who serves, Jesus says. Serves by using the one, two, or five talents God has given us to bless others, by finding a place where our deep gladness and the world’s deep hunger meet. By writing which is a blessing, hospitality, walking with a sad friend, tidying a house.
And that is the only greatness worth having. That you yourself,your life and your work are a blessing to others. That the love and wisdom God pours into you lives in people’s hearts and minds, a blessing
https://anitamathias.com/.../dont-walk-away-from-j https://anitamathias.com/.../dont-walk-away-from-jesus.../
Sharing this podcast I recorded last week. LINK IN BIO
So Jesus makes a beautiful offer to the earnest, moral young man who came to him, seeking a spiritual life. Remarkably, the young man claims that he has kept all the commandments from his youth, including the command to love one’s neighbour as oneself, a statement Jesus does not challenge.
The challenge Jesus does offers him, however, the man cannot accept—to sell his vast possessions, give the money to the poor, and follow Jesus encumbered.
He leaves, grieving, and Jesus looks at him, loves him, and famously observes that it’s easier for a camel to squeeze through the eye of a needle than for a rich person to live in the world of wonders which is living under Christ’s kingship, guidance and protection. 
He reassures his dismayed disciples, however, that with God even the treasure-burdened can squeeze into God’s kingdom, “for with God, all things are possible.”
Following him would quite literally mean walking into a world of daily wonders, and immensely rich conversation, walking through Israel, Lebanon, Syria, and Jordan, quite impossible to do with suitcases and backpacks laden with treasure. 
For what would we reject God’s specific, internally heard whisper or directive, a micro-call? That is the idol which currently grips and possesses us. 
Not all of us have great riches, nor is money everyone’s greatest temptation—it can be success, fame, universal esteem, you name it…
But, since with God all things are possible, even those who waver in their pursuit of God can still experience him in fits and snatches, find our spirits singing on a walk or during worship in church, or find our hearts strangely warmed by Scripture, and, sometimes, even “see” Christ stand before us. 
For Christ looks at us, Christ loves us, and says, “With God, all things are possible,” even we, the flawed, entering his beautiful Kingdom.
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