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The Power Of The Evil Hook

This is one of the reasons why Ardell DellaLoggia is so good at blogging.

Ardell I love the comment stream on Ardell's recent blog post: What Does "Bait and Switch Blogging Say About You? It's heated, but respectful and honest. When I started this it had only 70 comments. It now has 103. That's a lot in a very short period of time. But I have to believe she had an idea it might. :)

Ardell has an innate understanding of the hot buttons. Using the term "bait and switch" was sure to raise eybrows and it did. The "read more" practice she described is technically not bait and switch. But it is certainly a form of link bait, by strict definition, which is not always a bad thing. I've never encouraged Julie to use the "read more" tactic, and to my knowledge, she has not. I prefer, like Ardell, to create a different version of the same topic in each place I write.

I did use the "read more" tactic yesterday because there was NO WAY to illustrate my point in the AR post. The post required a specific Wordpress plugin to accomplish the dynamic Google map I was trying to illustrate. I think that is clearly the right way to use that, if there is a "right" way. I don't personally mind it at all, but I know many who do. It's been a topic of conversation here before.

Now, the irony... and the reason for the headline.

It may or may not have been her intention, but her post could easily be looked at as a form of link bait known as an "evil hook." This is a form of link bait where the writer says something they feel may be unpopular or something that is not appealing about a someone who is popular. Some evil hooks take a flat out wrong position, knowingly, simply to bring traffic. All of these versions of the evll hook are incredibly powerful when used correctly, and Ardell certainly used it correctly in her post. As Ted Murphy points out, it's also one of those tactics that should be used sparingly. Again, Ardell doesn't overuse this format, but when she does, she does it well.

That's another reason why she is so good. And, as everyone can see... it worked. Her post will probably get linked to from other posts many times in the future, the comment stream alone is just too rich with commentary. Heck, I've already linked to it here. :)

For the project blogger apprentices...

This is post was written to illustrate something I learned from Greg Swan at The Bloodhound Blog. I commented on one of his posts and he wrote Whatever It Takes: A determined Realtor is a bargain... as a response. In the intro he said, "I think my answer to him justifies a post of it's own." He was right. And he taught me a valuable lesson at the same time.

I started to put all of the above in the comments on Ardell's post and I was just about to hit the submit button, but I had links in my comment that weren't invited by Ardell and I was reminded of Greg's lesson simple lesson. So here we are.

There are times when a comment should be a post. I thought this was one of those times.

Posted by Jeff Turner on 06/13/2007 07:43 PM

Comments (42)

link bait, the evil hook, ardell, jeff turner

Originally posted at: Turner's Perspective: The Power Of The Evil Hook

Post is included in group: The Hubba Clubba...ROAR!

42 Comments on The Power Of The Evil Hook

JUN

2007

When I go on far too long in a comment, I know it's time to post, too. ARDELL's post really made me think because I'm writing for three blogs now, and wanting a fourth. I don't want to tease, but do if I really want to cover something on all of them ... I'll have to balance it some way or have fresh things to say for all of them. It can be tough to do.

Great analysis. I too knew she was looking for a discussion. I disagreed and said so. I love AR because almost any opinion is welcome so long as it is civil and well reasoned. I don't often use the "read here" tactic. But there are times I do and reasons I do.

Sarah... sometimes a comment just gets too detailed and it's time to think about making it a post.

Chris... Ardell's a master blogger.

I truly bow before blogging masters.

I really never minded the read here stuff. That was how I first started exploring beyond AR. I've been pretty sheltered here and enjoy traveling to visit outside blogs.

Jeff ... I did the lead-in-then-link thing a bit a while back, not because I cared about driving traffic anywhere; I just wanted to give similar info to all my readers, wherever they might be, and I was concerned about a Google "Duplicate Content Penalty". I guess the current thinking is that "duplicate content" is not such a big problem.

Gary... so do I.

Monika and Cheryl... The beauty of her post is the discussion it inspired. We don't need to recreate that debate here. This post is really about why her post worked so well and why it is still working at this moment.

Well I'm not as proficient as you Jeff or Ardell when it comes to posting but I do like to see how others think, write and react. Yes, the term bait and switch has gotten some great discussion.

Ardell exhibits "bait and switch" in her use of the phrase. It's just Ardell being Ardell. I can't criticize her because I do the same thing she does.

Thanks for the informative post...

A catchy title always makes me want to read a post.

Thanks for the input, Jeff. I'm glad to hear you expand on the subject.

Eventhough she used one of my posts as an example of the evil bait and switch tactic, I had someone "read more" because of it, and comment here on AR, and added me as an associate, so it payed off for me. Ah...The old bait and switch. It works! And I think she's great for doing that post!

Cynthia... it was a very good discussion. Indeed.

Brian... you get my point exactly. To use a well known link bait technique to talk about the evils of link bait is truly genius. I'm just glad she gave me the opportunity to share the lesson Greg shared with me.

Blue Ridge... amen to that.

Teri... now, that makes me smile! :)

Well, please let me throw my 2 cents in.

As an apprentice on this contest, when I was asked to join I found myself wondering why I'd have a blog outside of Active Rain if the blog being judged (which is how it was explained to me then) was NOT on Active Rain, but was, rather, another blog still.

I was told that we'd use AR to promote the other blog. The "how to" was left to me, but after reading a whole lot of posts, I had an "ah ha" that perhaps it was a good idea to sometimes help people to find my "real" blog with something like a "read more". I never ONCE considered it deceitful (and still don't) since the topic promised was, indeed, covered.

There are 12 different coaches with 12 different opinions (beliefs, premises, you name it). They don't all agree with one another. Sometimes they are in direct conflict.

I can't follow 12 different coaches' advice. Nor do I want to do so. I'm going to follow mine.

Jeff - I have to admit that I chuckled when I read "Evil" and then saw Ardell's photo right under it! : )

I love Ardell, she has a way of communicating that grabs me and although she did use a controversial phrase to bring a point across, I learned from it. We all have our way to teach and to help others and some of these methods may not be as easily digested as others, but they have a lot of merit. I always appreciate your "fatherly" nature.

Dad? Hey guys...late to the show...was watching the show at Ardell's place. Interesting.

JUN

2007

Mary & Ines... you both know what I'm about to say. Blogging is connecting. We all attempt to connect with others in our own unique ways. We can "feel" when someone is trying to connect with us in the way we want to be connected with. I may choose to connect differently than someone else, but it doesn't mean that I can't appreciate how they are attempting to connect, and even learn from that.

Sally... Dad? I guess it's hard to shut off. :)

Jeff yes. Of course. However I would not say that all methods are equal!! :-)

Mary... neither would I. :)

Amen, Mary (and Jeff)

Thanks, Brian. Great post this morning. So, here's a little link love for you.

http://activerain.com/blogsview/123212/Link-Direction-As-An

Of course the odd thing about me is...I thought it was quite "white hat" to assist Apprentices and help them rethink an overly used and potentially harmful strategy. Oh well, I guess intent is not always as obvious as we'd like it to be.

Ardell... if it's not explicitly stated, intent is what the reader says it is. :)

Precisely, my dear Watson...intent is the key to my article in the first place, and what it says about the writer. But no one seemed to want to "go there" with me.

I think the leap from link bait, which is accurate, to a character flaw was a big one. But, that's what is really driving the traffic, which is the point of this post. You said it well in a comment over there this morning... the attention it has gotten is making people think. That can't be a bad thing. No one who has read the post or the comments will ever look at "read more here" in the same way. Whatever decision they make.

>intent is the key to my article in the first place, and what it says about the writer.

Now I'm confused. Since Ardell used one of my posts as an example: I'm writing that particular post to the RE pros on AR...No points were received for that post...My intent is to not bore them with a post about lawn bowlers in London and their fight for squatter's rights, but to point them to where they can go if they want more information...I don't have a fiduciary duty...Harmful intent? I'm confused. My brain hurts.

BUT I'm an thrilled to see this level of conversation here on AR! All the posts and comments are doing us baby bloggers a world of good. And I understand that was Ardell's intent.

Teri... well, take two aspirin, drink lots of water and that feeling in your brain should go away. And, you're right... the conversation is the whole point.

Jeff,

Cosumers DO make that leap. Doing it DOES say something negative to consumers about "how you work" as an agent. Not as a salesman, but as a fiduciary representative of people. Some agents are salesmen...some arent'. Link baiting helps the consumer know which side of that fence you are on.

Teri,

AR audience is insiders. Outside blog is consumers. Simple stuff. Write to your audience. Since your audience is different, why feed them the same stuff?

Dad....(I'm teasing....we speak for our pooch like this) You all have a good day! Thanks for the insight on much more than you may realize.

Ardell... that is clearly what YOU think all consumers think. I think you've made an anecdotal leap. We could debate that all day. You're not going to budge and I don't have a large enough sample of consumer opinions to make a valid argument. So, you believe that consumers view this practice and instantly make a values assessment based on that. I'm ok with you thinking that. It has not been my personal experience, but it has obviously been your experience. Again, the value of your post is the conversation it has generated. Whether you are right or wrong is not the issue, for me anyway.

Jeff - You make an excellent qualifying statement in that last comment: "I don't have a large enough sample of consumer opinions to make a valid argument." No real estate blog or individual blogger has enough traffic to make sweeping general statements on behalf of consumers. It's important to remember that opinions and conclusions expressed in a post are simply those of the author.

JUN

2007

John, well said.

JUN

2007

This is the kind of post, and Ardell's, that I really, really like. I don't really understand blogging etiquette, and there is way more etiquette than there are actual rules. For me, blogging is like sitting a poker table without knowing poker etiquette. You can't learn it unless someone teaches you. Well, I guess you can, but its dang hard. Thanks jeff, and ardell, and brian.

i gotta see what else gets said. this comment stream is unbelievable to me. too good, too good. parking

John, you may have gotten to this party too late for any more juicy comments. :)

Bummer, maybe someone will do a post linking to this one and revitalize it. If I do it, noone will read it :( That's why I am reading this one, so i can learn how to write a post that gets read. Great post, Jeff. Thanks.

I don't know how I missed this post. You must have snuck a couple in a row when I wasn't paying attention. I am a faithful reader!

John... Oh, I don't know, perhaps you were running your business? Just a guess. :)

JUN

2007

As of today Ardell's post has 249 comments.... too many to read :)

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