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October 16, 2009, Newsletter Issue #134: Don't Read This Blog

1

Tip of the Week




Have you ever glanced at the headlines of Weekly world News and wondered what Bat-Boy could have possibly done now?


Are you drawn to sensationalized stories about movie stars in People, Us Weekly or other tabloid rags?


It’s human nature to want to slow down at an accident or to keep one eye open during Jackass. This is partly due to the fact that humans are more drawn to negative than positive experiences which give the negative experiences more influence over us. It’s the reason people are drawn to self-improvement books and even Maury Povich.


There are a lot of copywriting experts out there that will tell you to stay away from negative headlines but I am definitely not one of them. If you were given the following two headlines in Reader’s Digest which one would you find more appealing?

5 Ways to Save On Health Insurance


 

5 Things Your Health Insurance Company Doesn’t Want You To Know



I’m going to venture to say that most people are like me and really want to know why they’ve felt screwed.


Don’t Overdo It





It is important to use negative headlines sparingly, however. Like the best suspense movie writers, the best copywriters know when to build the suspense and they understand that the aftermath has to deliver. If every headline of every blog post points to the negative, your readers will find you as tiring as an overdone horror movie like Friday the 13th or Police Academy.


If you have never used negative headlines try testing it out to get a feel for what your readers like and what they don’t. Provide a positive spin for 50% of your readers and see which gets a better response...it’s a great way to find out what works and what doesn’t.



2

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