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Caution – your prospects probably don’t trust these words
If your email is anything like mine, it is filled with headlines the writers believe will draw you in and make you click their links. I believe they’re called “click bait.”
There are two things wrong with their thinking.
One is that we are becoming sick and tired of these overused words. What words? Here are a few:
Bomb / bombshell Riveting Shock /shocked Stuns / stunned POW Panic Fatal mistake Do you bother to open links with those words in the headline/teaser?
I quit opening most of them months ago, and for two very good reasons.
Usually they are either “old news” or there’s nothing shocking, riveting, stunning, etc. in the article.
The second thing wrong with their thinking, and the second reason why I seldom click is that these headline writers make a habit of breaking one of the basic rules of copywriting.
Very often, the headline has nothing at all to do with the article that follows.
I’ve read a few that made absolutely no mention of anything referenced in the headline. If you do that a time or two - or perhaps even one time – you’ll throw your credibility out the window.
People don't like to be fooled, so don't try.
As ... more

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