You see it, all over Facebook stories, ads, banners, videos on YouTube, even your Google search results.
“This one weird trick…what he saw next floored him…you won’t believe what happens next…she is stunned when this happens…advertisers HATE this…restore your faith in humanity…will shock you…” and how many times do we need to read the next reason why JLaw is our perfect BFF? Well, apparently one more time, because I, personally, love her.
Why are these phrases so overused? And why, oh why, do we fall for them, even if we roll our eyes to the ceiling when we read them? Can’t help it. Want to know. Is there some information in there that I will miss out on? I’ll just peek at it, I can always go on to the next story.
Since it seems like human nature to fear missing out on something (especially something as simple as a short article with possibly life-changing, or immensely uplifting info), we marketers just can’t resist. I see the seduction–you probably can get more clicks, more readers by using the allure of the “bait”.
It’s all about the “mystery sandwich”: you create a vacuum in between the reader and the story. Nature abhors a vacuum, so you suck them right in. It’s emotional physics. Bing! Done. You’ve achieved your metrics.
I am an idealist (sometimes unfortunately), and I like to try to stick to my guns. That could mean with a bit of extra work, coming up with a story that is genuinely readable and gets me clicks, or possibly, not much. Back to the drawing board.
And, since we now have a word for those stupid phrases (that get lots of clicks, yes I know), I would rather not be knows as a purveyor of that type of rubbish.
Now, back to that article: “Watch this video to find the true meaning of life!”