Have you ever opened an email or followed a link because the title or subject link promised information you wanted?
Of course you have. We all have.
And have you ever been disappointed by what you found when you started reading?
My guess is “Yes, you have.”
Quite often, the title or subject line makes a promise that the article doesn’t keep, and that’s a disappointment.
- Sometimes it’s because the writer didn’t say enough to make it valuable.
- Sometimes it’s because the writer didn’t really know the subject matter.
- Sometimes it turns out to be a “fluff piece” that says little, but supposedly works to impress the search engines.
Sometimes it happens because the writer started out on one track and ended up on another. Many times I’ve started out with a subject and written a headline, only to find that it doesn’t fit when I’m finished. Then I have to stop and re-think the headline or subject line.
But worst of all…
- Sometimes it’s blatant deception.
Anyone who has studied headline writing has seen a long list of words designed to get your audience to open and read your message. The list includes words like:
- New
- Exciting
- Little-known
- Surprise
- Secret
- Free
- Exclusive
They’re fine words to use – but ONLY if they happen to be the truth.
When the words are not the truth… your readers are not likely to forgive you.
In fact, the next time they see your name in the “from” line, they’re apt to simply hit the delete button – assuming that it’s not going to be worth their time to go and find another lie.
If you have something new or exciting to reveal, go ahead and say so. But if that’s only a ploy to get your message opened – don’t do it!
Want to know what started this Sunday morning rant?
