Don’t Be Clickbait

A headline is an advertisement for an article. It makes a promise: New, better, cheaper, faster, Going Fast, fascinating, shocking.

The lead (or lede) sets the hook. The best leads put across the key insight or big idea. They communicate both an understanding of what interests the reader as well as what’s important to know.

If it’s a good lead, people will keep reading. If it’s a bad lead, they won’t.

A common mistake is to “bury the lead.” That means talking about something other than the key insight or big idea.

Clickbait is a headline that has nothing to do with the text or offer. It’s an empty promise, empty calories.

Every interaction you have is like an article or advertisement.

Don’t be Clickbait.