Why are we so intrigued by ‘clickbait’ titles?
And the PSYCHOLOGY behind these headlines you MUST KNOW, that holds the KEY to your SUCCESS as a writer
Are you fed up and tired of not being able to make ends meet from your writing?
Does your writing career feel like each time you take one step forward, you immediately fall 3 steps back?
Do you feel like you’re efforts for your excellent writing are not being rewarded?
If so, this quick story is for you.
As a writer myself, I specialize in copywriting. Copywriting is a type of writing that is more commonly known as “aimed at selling stuff”.
Every time I write a “copy”, it is done with the intention that my words lead my readers toward an “action”.
This action is an outcome that is both beneficial to my readers as well as to the business I write for.
But what has copywriting got to do with your future as a successful writer? Well, the honest truth is, EVERYTHING.
Keep reading and you’ll soon find out how much you’ve been missing out on.
As a writer; and this is regardless of what genre or type of writing you engage in, you must learn the importance of persuasion.
The first step is to persuade your readers to click on your masterpiece.
You do this by crafting insanely irresistible headlines.
Today I’m going to show you some of the biggest tricks of the trade that you as a writer can implement right away and start seeing some real results.
Clickbait titles and the important messages they have for all writers
Let’s be honest here.
How many times have you clicked on an intriguing title that promised you heaven on earth, only to walk away from it feeling utterly infuriated?
But don’t worry, you’re not the first or even last person who got tricked by sensational headlines. We’ve all been there, wore the T-shirt.
These headlines, carefully crafted to pique our curiosity and entice us to click, have an undeniable allure.
But why are we so intrigued by clickbait titles? What makes them so irresistible?
Let’s look at how learning about the psychology behind clickbait titles could help you, as a writer turn your words into powerful pieces of art that become irresistible for your readers.
1. The Element of Surprise
Have you ever come across an article or video title that goes something like this? : “You Won’t Believe What Happens Next” or “Shocking Secrets Revealed”.
What do these headlines have in common?
One of the primary reasons these titles are so intriguing is the element of surprise.
When we encounter headlines that promise to reveal something astonishing or unbelievable, our curiosity is instantly piqued.
It’s human nature to seek out novel or unexpected information, and clickbait titles often capitalize on this innate desire for surprise.
# Lesson 1
As humans, we are driven by our emotions. We make decisions based on our emotions.
Playing around with words that emphasize emotions will always trigger curiosity.
Copywriters often leverage on the reader’s: Beliefs — Problem (pain) — and Desires.
And you as a writer can successfully do that too.
Start adding an element of surprise to your stories.
Choose words that evoke emotions in your readers.
If you can get your readers hooked with just one word that resonates and speaks to their emotions, they are more likely to stick around.
2 . Fear of Missing Out (FOMO)
Clickbait titles are masters at triggering the “Fear of Missing Out” or FOMO.
When we come across a headline that suggests we’re missing out on valuable information, we are more likely to click on it to avoid that feeling of exclusion.
FOMO is a powerful psychological driver that exploits our fear of being left in the dark, and clickbait titles skillfully manipulate this anxiety.
# Lesson 2
As a writer, you must remember that regardless of where you write or who you write for, you have to entice your readers.
Some experts say that it is the first 2 seconds that dictate how your articles will do — whether someone will read it, and perhaps, even, come back for more.
I want to give you an example here.
I’m a big fan of books. Mostly self-development and spiritual books.
Have you heard of Eckhart Tolle? His books, “The Power of Now”, and “A New Earth”, both became New York Times bestsellers. He sold over 5 million copies of these two books alone.
How do you think a spiritual teacher like Tolle can write two best-selling books, topping the charts across the globe?
If you analyze his books, or any bestseller for that matter, they are all selling. They sell one sentence after another. They persuade you sentence by sentence to keep reading.
What they all have in common is that they slowly, but steadily build you up to a climax.
Have you ever read a book that you simply couldn’t put down? If so, my friend — you’re likely been a victim of FOMO, and the writer or its editors did a great job at exploiting your fear of missing out.
3. Emotional Appeal
Clickbait titles often leverage strong emotional appeal. They can make us laugh, cry, get angry, or even feel a sense of wonder.
As I already mentioned, emotions are a potent force in decision-making, and these headlines play on our emotions to draw us in. Whether it’s a heartwarming story or a provocative argument, the emotional aspect of clickbait titles is hard to resist.
#Lesson 3
Learn to empathize with your reader.
Have a plan for your story.
What does your story provide for your reader?
Does it help them a step closer to solving a problem? Paint a picture of how they will feel, or how you’re story is likely to make them feel.
If you have a CTA (call to action), what are you offering in return?
What are they likely to miss out on if they don’t take action? What do they NOT want to miss if they don’t read your article?
4. Confirmation Bias
We are naturally drawn to information that aligns with our existing beliefs and biases.
Clickbait titles that cater to our confirmation bias are especially tempting. These headlines affirm what we already think, making us more likely to click in search of validation.
It’s a way for us to find content that reinforces our worldview, and clickbait titles exploit this tendency.
#Lesson 4
Humans are very flawed beings. Don’t even try and cover it — it’s the reality. But there’s nothing wrong with being flawed. At the end of the day, who wants to be perfect anyway?
So what can you take away from this?
Start creating a “persona” in your head.
Who is your ideal reader? What is their age, location, and marital status? What job do they do? What are they interested in? What is their problem? What are their beliefs?
Where does your writing come into the picture?
What does your article add to their life? How can you get them engaged in a way that already affirms your reader’s beliefs?
5. Short Attention Spans
In today’s fast-paced world, our attention spans have become increasingly shorter. Clickbait titles are designed to capture our fleeting attention and keep us engaged.
Their brevity and urgency make them perfect for the modern reader who quickly scans headlines and clicks impulsively.
#Lesson 5
If what experts are saying is true, and all we have is a mere 2 seconds to impress, then we’ve got some serious work to do.
But, whether it’s due to our increasingly shortening attention spans or not, is the reason why your articles don’t get the recognition they deserve — you can enhance your chances of becoming a more intriguing writer simply by applying the first 4 principles discussed above.
Final thoughts
While clickbait titles may sometimes feel like a pain in the butt, we must recognize that they persist because they cater to very fundamental aspects of human psychology.
Our innate curiosity, the fear of missing out, emotional triggers, and confirmation bias all play into the allure of clickbait.
But these very points are the same principles of writing good articles too.
So, what important lessons can we take away from clickbait titles?
- Include “emotions” in your sentences.
- Create some type of “urgency”
- Emphasize with your reader
- Add an “underlying”, engaging story to your articles that they cannot resist
- Create a “persona” and leverage their beliefs
- Remember to practice. Start writing your next article with these points in mind. Record the results and iterate on them as needed.
Hope you found this article helpful.
Thank you for reading.
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