Everyone is fighting for your attention. One way to win this fight in the short term is to make every title a catchy title.
“Here’s what you need to know NOW.”
“Click this to learn the real secret of success.”
“You won’t believe what happened in XYZ yesterday.”
“ABC and DEF have declared war on each other.” (you’ll click to find out they haven’t)
Some of these catchy titles are, in fact, untrue. So, you realize you’ve been played all along. That, in turn, adds some distrust in the system and so on. But, the media companies will say they don’t have a choice. They do – but it isn’t an easy one when your business model is built on people clicking your articles. The catchy title fight is, thus, a street fight fought in mud and slush. Everybody involved gets dirty.
But, you and I don’t need to play that game.
We have the choice to just write about what we want to write about without trying to con folk into clicking. Yes, less people will see our work today. And, yes, we’ll have to do all that work to earn an audience (assuming that’s what we want) over time.
But, the folks who will have visited will have come seeking to understand what we’ve written. And, thus, we’ll have given ourselves a shot at actually reaching and, maybe influencing, the kind of folk we want to reach.
Everybody wins when that happens.