It was a slow morning in my feedly folder for content marketing.
My eyes skimmed headline after headline. There was nary a flinch from my oft-twitchy index finger indicating it was itching to click and read more.
Until I came across this headline:
Can You Double Your Clicks with the Jeopardy Effect?
I wiped the flash flood of drool away from the side of my mouth and clicked.
What is it about this headline that makes it so dadgum irresistible?
A promise you can’t resist
Mafia dons make offers that cannot be refused. Headline-writing dons make promises that cannot be resisted.
With this headline, Don Roger Dooley has done exactly that.
Dooley’s audience at Neuromarketing consists of folks like you and me: people who study marketing and seek every possible way to improve the connection between our messages and our audience.
Doubling clicks would certainly show an improved connection between message and audience. So making that promise in the headline is going to turn many headline skimmers into headline clickers.