In his blog, David Meerman Scottposted an entry titled "Do not read this post," and has created quite a buzz in doing so.
Scott states, "I have strong evidence that 'negative' Web headlines and links often generate lots more clicks than 'positive' ones. For example, my Worst Practices blog category gets more clicks than any other category on this blog."
What a great concept for web-based articles! Negativity peaks interest.
Example: Check out this slideshow from MSN and PCWorld on "The Year's Most Offensive Video Games." Honestly, who cares about this? Yet, I [someone who does not even play video games] checked it out. I was shocked.
With games like Mel Gibson's Game based on his infamous DUI arrest and V-Tech Rampage reenacting the terrible shootings at Virginia Tech this past year, this list is truly the most offensive.
It's like driving by a wreck - you know it's bad, but you still look. I wonder if these idiotic games get more downloads as a result... undoubtedly MSN will score higher click-through rates.
I'll test out Scott's theory on negative web headlines and let you know how it goes... keep me posted if it works or doesn't work for you.
Posted by: Rodger Johnson on Tuesday, January 8, 2008
You're on to something, Lauren. Or should I say you're NOT on to anything at all. What's fascinating about the negative in language is that it actually works like a positive, on the one hand, and it also piques our attention on the other. When someone says, "Don't Read This Post" your curiosity can't be satisfied by anything else. That's a common psychological fact -- one I've used for clients to generate interest in a product. Joe Vitale, a self-proclaimed marketing guru, who's more or less a soothsayer of snake oil products like The Secret, touched on it in his book Hypnotic Writing. While he twists the research to make you think it's something new we communication folk can use to make our writing better and sell more product, it's nothing new at all. In fact, you can read more about using the negative as a powerful communication tool if you look to George Lakoff and the Rockridge Institute. Lakoff is a cognitive linguist and his work is quite fascinating. Check out www.yourprguy.com when you have a chance